{"id":76046,"date":"2022-08-11T14:44:00","date_gmt":"2022-08-11T18:44:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=76046"},"modified":"2022-08-22T12:50:45","modified_gmt":"2022-08-22T16:50:45","slug":"product-alternatives","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/product-alternatives\/","title":{"rendered":"Product Alternatives: Figure Out Your Product&#8217;s Real Competition"},"content":{"rendered":"\n<p>What problem do your customers want to solve by using your product? What would your customers do if they didn\u2019t use your product?<\/p>\n\n\n\n<p>April Dunford proposes a 12-step <a href=\"https:\/\/www.shortform.com\/blog\/product-positioning-strategy\/\">product positioning<\/a> process\u2014taking you all the way from creating a cross-departmental positioning group to sharing your final positioning across the company\u2014that lets you position any product well. Step 4 in that process is to identify the alternatives to using your product.<\/p>\n\n\n\n<p>Keep reading to learn Dunford&#8217;s method of identifying product alternatives.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-identify-the-alternatives-to-using-your-product\">Identify the Alternatives to Using Your Product<\/h2>\n\n\n\n<p>As part of your <a href=\"https:\/\/www.shortform.com\/blog\/product-positioning-strategy-2\/\">positioning process<\/a>, you must <strong>figure out together what your product\u2019s <em>real<\/em> competition is\u2014in other words, what alternative solutions your ideal customers would use if they didn\u2019t have your product<\/strong>, writes Dunford<strong>.<\/strong> It\u2019s important to consider what the <em>customer <\/em>sees as alternative solutions, rather than what <em>you <\/em>see as product alternatives based on the research of your competition because the customer\u2019s alternative options are the only ones that matter here.<\/p>\n\n\n\n<p>To identify your product\u2019s real competition, ask ideal customers what problem they want to use your product to solve, recommends Dunford. Let\u2019s say you sell a vacuum, and your customers tell you they want to tackle the problem of household dirt. Now ask what other solutions they compare your product to: What would your ideal customers do if they didn\u2019t use your product? For instance, some of your ideal customers purchase an expensive competitor vacuum, but most of your ideal customers simply use a duster instead of your product. Rank your answers to this from least common to most common, and focus more on the common alternatives\u2014in this case, the duster.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Thinking About Your Customer\u2019s Goal, Not Their Problem<\/strong><br><br>In <a href=\"https:\/\/shortform.com\/app\/book\/blue-ocean-strategy\/1-page-summary\"><em>Blue Ocean Strategy<\/em><\/a>, the authors propose a variation on Dunford\u2019s approach to identifying the alternatives to using your products. <a href=\"https:\/\/shortform.com\/app\/book\/blue-ocean-strategy#how-to-spark-blue-ocean-innovation\">They suggest you consider the goal the customer uses your product to attain<\/a> (not the problem they\u2019re using your product to solve). When you think in this way, you might see new alternatives to your product.&nbsp;For instance, you view the problem your customer uses your product to solve as \u201cthe problem of a dirty home.\u201d What if you reframe this question to inquire about the customer\u2019s goal? You might see their goal as \u201cachieve a clean living space\u201d or even as \u201cfeel more comfortable in my home.\u201d&nbsp;<br><br>So if your customer\u2019s goal of using your vacuum is to feel more comfortable spending time in their home, they might achieve this not just by cleaning it but possibly by 1) repainting their walls, 2) buying new furniture, or 3) having guests over more often. You likely wouldn\u2019t consider these as alternative solutions to the problem of a dirty house, but these alternative approaches to achieving a goal might lead you to consider viable alternatives to your product. For instance, some cleaning-averse customers might well buy new furniture to make their home nicer rather than spending the time and energy tidying it.&nbsp;<br><br>This being said, it will likely remain helpful to follow Dunford\u2019s advice to rank the answers to the question about the customer\u2019s goal from least to most common to eliminate unlikely alternatives. For example, few customers will likely consider having more guests over a viable alternative to cleaning the home.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>What problem do your customers want to solve by using your product? What would your customers do if they didn\u2019t use your product? April Dunford proposes a 12-step product positioning process\u2014taking you all the way from creating a cross-departmental positioning group to sharing your final positioning across the company\u2014that lets you position any product well. Step 4 in that process is to identify the alternatives to using your product. Keep reading to learn Dunford&#8217;s method of identifying product alternatives.<\/p>\n","protected":false},"author":9,"featured_media":76055,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,103],"tags":[720],"class_list":["post-76046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sales","tag-obviously-awesome","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Product Alternatives: Figure Out Your Product&#039;s Real Competition - Shortform Books<\/title>\n<meta name=\"description\" content=\"For proper positioning, determine what your product\u2019s best uses are. 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