Don’t compete on features

Excelente reflexão sobre a concentração em atributos para seduzir clientes:
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"The first is: Don’t compete on features. Find an interesting way to position yourself differently – not better, just differently – than your competitors and build a small featureset that addresses that use case well. Then once you get a toehold in the market, you can figure out what to do there. This doesn’t mean that new features are inherently bad, of course- they are fine, as long as they support the differentiation that you’re promising.
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The second thing is: If your product initially doesn’t find a fit in the market (as is common), don’t react by adding additional new features to “fix” the problem. That rarely works. Instead, rethink how you’re describing the product and how you deliver differentiated value in the first 30 seconds. Rework the core of the experience and build a roadmap of new features that reflects the differentiated positioning. Avoid add-ons.
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The third is: Make sure your product reflects the market positioning- this isn’t just marketing you know! If your product is called the Ultimate Driving Machine, don’t just slap that onto your ads and call it a day. Instead, bring that positioning into the core of your product so that it’s immediately obvious to anyone using it- it’s only in that way your product will be fundamentally differentiated from the start."
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Concentrar nos atributos, essa é a direcção errada, pensar em atributos focaliza a atenção no interior, na oferta, no serviço. Prefiro por começar pela experiência de uso que os clientes buscam e valorizam, ajuda a focalizar no exterior, na cadeia da procura, em gente concreta, na razão de ser da organização.
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Trecho retirado de "Don’t compete on features"