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Disciplined Entrepreneurship Workbook by Bill Aulet

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STEP 11Chart Your Competitive Position

WHAT IS STEP 11, CHART YOUR COMPETITIVE POSITION?

Look at your product, versus your Persona’s alternative options, through the lens of the Persona’s top two priorities.

WHY DO WE DO THIS STEP, AND WHY DO WE DO IT NOW?

Customers don’t really care about your Core. What they care about are the unique benefits to them in the areas they are most concerned about. Now that you have identified your Core, you can leverage it and your value proposition to demonstrate whether your product truly represents a breakthrough in the customer’s mind.

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The Competitive Position shows your customer how you differentiate from the other options over the long term and shows your team why you will be a long-term success.

PROCESS GUIDE

This step spends some time thinking about your competition, but not too much. Often, entrepreneurs spend far too much time on competitors at the expense of focusing on their target customer—especially when they start doing feature-by-feature comparisons with their competitors. Remember, customers don’t care about features; they care about benefits!

You must know the major competitors, especially that ...

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