Distinctive competence is the unique characteristic an organization possesses that cannot be duplicated by others. Communicating this distinctive competence and the strategy in place to support it is a critical role for the corporate leadership of any organization. If the goals and strategies have not been communicated, then no one in the organization knows which markets to target, what market problems they are supposed to solve, who is a potential buyer, or what messages have meaning for prospective customers. In other words, product management and marketing cannot be effective!

A company can get tuned in if it follows a simple, six-step process.

1. Find unresolved problems to know what market and which product to focus on
2. Understand buyer personas to focus learn who will be buying your product
3. Quantify the impact to know if you have a potential winner
4. Create breakthrough experiences to build a competitive advantage
5. Articulate powerful ideas to establish the memorable concepts that match up with the problems people have
6. Establish authentic connections to tell your buyers you’ve solved their problems so they buy from you

Once a company is tuned in, the tactical focus of an organization can be aligned around solving the “next-step” problems including:

• Identifying a clear prioritization of known problems in your market
• Linking of problems to how your product could solve them
• Creating a prioritized roadmap for your product grounded in market data
• Creating a path for Sales to follow to qualify and bring home the deal
  

Start transforming your culture today…