Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)

Clear. Is what you do clear and is there a reason to be curious? Is being comprehensive getting in the way of clarity?

Even if you don't know what this means from a technical perspective, you do know what they're claiming is unique.

Company B] re-invents business intelligence. Our modern data discovery platform takes a markedly different approach to analytics. Because it operates in-database, all your data is inherently drillable and explorable.”

Authentic. Is the language evocative and meaningful to your customer? Is it said in a way makes them feel known? Simple. Is it easy to understand what's compelling or different? Will customers know what's better? Tested. Has it been tested and iterated in the context customers will experience it?

Company B chose to be longer and more concrete—a good choice for this audience. They are specific about what was different and say so upfront: “Our modern data discovery platform takes a markedly different approach.” Then, how it “operates in-database” and what you can

Social/customer sentiment.

Sales call shadowing.

Intent data.

Lead with open-ended questions that reveal market perceptions before diving into specific product discovery ideas. If you lead with your ideas, you've primed the response. It's easy for people to now be anchored around how you're thinking of the solution, not how they would.