What do Apple, Tesla, and Salesforce have in common apart from them being based out of SF?
Each of these revolutionary products defined their enemies and showed how their product solves an existing issue. From Salesforce’s aggressive stance against ‘No Software’ to Tesla’s promise to make the world a better place without carbon emissions, one of the most powerful ways to turn prospects into aspiring heroes is to pit them against an antagonist.
Although, I feel that companies are overusing this great sales technique. Recently, Hey challenged other email providers and this move alone was enough to garner attention from all corners of the world. Whether it lived up to that hype or not, it was a huge success for Basecamp.
But, do you think every product should follow this? And finally, as a lot of you are product makers, who would you pit against? 😎