how the service or product will be positioned as the superior choice over competitors through a competitive analysis?

 The second survey question is my favorite, especially when it enables you to map the benefit directly to a feature. It tells you the value your customers get from your product and which aspect of your product is key to them. It means you can then get your team to fix broken flows around it and double down to ensure more users see its value. But it doesn’t end there. You’ll still have to answer questions such as whether the person you sell to is a manager or somebody involved in daily execution. The data you get from your first step should ideally help you determine which market you’re in. You should start to see clusters of users with similar profiles, who all say they’d be disappointed without your product, and describe a benefit around a common theme. In a relatively new market, you have to first establish the problem before talking about what you offer. In an established market, simply stating you are in the specific market will be sufficient, but you’ll have to convince people why you exist. Not with features, but with benefits. For companies in a hypercompetitive market, like CRM, product features and benefits usually match those of competitors. sing all the above data points, you should now pick a market frame of reference that makes your value obvious to the segments who care the most about that value. This is harder than you might think. In the context of this step, a “market” needs to be something that already exists in the minds of your customers and triggers a set of expectations. Such as, how your competitors can’t do certain things, how the lack of these capabilities brings pain to your user, features you have, and how these features give your customers the benefit