How do you develop competitive messaging when your product doesn't bring competitive features to market?

Trying to position your product as competitive when in reality it’s on par with the market can be so tough. This is especially true if you’re crafting messaging for a new product that hasn’t reached its full potential yet or if your product inherently has table stake features without a true competitive edge. In these situations, if you are really trying to be competitive, you need to lean on other attributes that can carve a differentiated angle in the market. Think about what it is that attracts users to your product or platform in the first place. For example - do users love your platform because it’s easy to use and has great customer service? 

In reality - not every product needs or can be positioned competitively if the differentiating advantage just isn’t there yet. You can still craft beautiful messaging that leads with benefits, even if these outcomes are expected by the market. This is a good time to really dig into your users needs and market insights to help influence the product roadmap and create a true competitive advantage. Sometimes it’s best to wait until you have competitive features before you take it to market in a big way.