I buy products & services for a number of tech companies
and even before I get to see the product, I’ve an opinion about them
mostly through their messaging or the way their sales people set up & conduct the initial meeting.
In a commoditized market, marketing & sales will, in most cases, create the differentiation before the product/service ever has a chance to do so.
The key is to understand what the market is trying to achieve through a solution like yours aka value – and then align your value proposition / messaging / service / product accordingly.
Sounds simple enough but are our teams trained to focus on surfacing and understanding the underlying “why”?