Choose What You Get Compared Against (Reference Frames)

Why this matters

Every buyer evaluates your product against something — a direct competitor, a spreadsheet, a manual process, or doing nothing. Your reference frame is the alternative you choose to be compared against, and picking the wrong one makes you look expensive or unnecessary even when you are neither.

Try it yourself

1. Ask five recent customers 'what were you using or doing before you bought us?' — tally the top three alternatives named and check whether your current positioning addresses those alternatives explicitly.
2. Rewrite your product's value proposition headline once for each of the top three alternatives named, making the switch cost and benefit concrete in each version.
3. Identify one feature you built because a competitor has it — then check whether that feature matters to customers who came from the alternative you most often replace.

References

• April Dunford — Positioning and Competitive Alternatives