Many founders think they're competing against another startup. More often they're competing against inertia.
The customer's current workaround, spreadsheet, email chain, legacy system, or habit is usually a much stronger competitor than the startup down the road.
People don't switch because something is better. Rather, when something is better and also worth the disruption to their existing workflow. That's a much higher bar than most founders realise!
Right, I've noticed is that the biggest wins usually come from understanding customers better, not just spending more on marketing. Consistently talking to users, creating content that answers real questions, and improving the conversion journey often compounds over time far more than chasing the latest growth tactic.
Important point!
Many founders think they're competing against another startup. More often they're competing against inertia.
The customer's current workaround, spreadsheet, email chain, legacy system, or habit is usually a much stronger competitor than the startup down the road.
People don't switch because something is better. Rather, when something is better and also worth the disruption to their existing workflow. That's a much higher bar than most founders realise!
In most cases, the real challenge is getting someone to change what already works for them
Every founder wants to believe the better product wins.
Then you meet the buyer who’s been using the same broken process since 2017 and would rather suffer than change passwords.
Even the strongest product can struggle if it doesn’t overcome the cost of changing established habits and workflows
"competition is for loosers" - peter thiel ;)
An iconic quote
Inertia is the competitor nobody puts on the slide.
Inertia rarely gets mentioned, but it is often the toughest competitor
Every startup has competition, even if it's spreadsheets and habits.
Absolutely. Even when the competition is not another startup, it is still very real
Exactly, the pressure just takes different forms
Right, I've noticed is that the biggest wins usually come from understanding customers better, not just spending more on marketing. Consistently talking to users, creating content that answers real questions, and improving the conversion journey often compounds over time far more than chasing the latest growth tactic.