Introduction

If your team says your product has “no edge,” it might not be true. This article shows how to spot real strengths and tell the right story.

What's the problem it solves?

Many companies believe their product isn’t different from others. This article explains why that’s often wrong and how poor positioning comes from not seeing value from the buyer’s view.

Quick Summary

April Dunford explores a common problem in marketing: the belief that a product has no special value. She explains that this thinking usually comes from confusion or lack of shared understanding-not from reality. Most teams aren’t seeing the full picture because they don’t talk to buyers enough or don't understand their own product deeply.

The article breaks this issue into two parts. In the rare case where a product truly has nothing new to offer, it needs to be changed, not just marketed better. But usually, the product does have value, and the team just doesn’t know how to show it clearly. Often, sales and marketing don’t understand the product or customer well enough. The article gives six reasons why this confusion happens and shows how to fix it by doing better research, narrowing down who the product is for, and bringing all teams together.

Key Takeaways from the article

• Most products do have value, even if it’s not obvious at first
• Bad positioning often comes from not knowing your buyer well
• You can’t sell a product if your team doesn’t understand how it helps people
• Being “not unique” doesn’t mean “not useful”-the mix of benefits still matters
• Focus on why you win deals, not just why you lose them
• Look at the right competitors, not ones only your team talks about
• Good segmentation helps you find the buyers who care most about what you offer
• Winning teams involve product, sales, marketing, and leadership together in shaping the message

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