A veteran of tech companies argues that feature checklists don't create lasting advantage because competitors copy them instantly. Instead, shift from what your product does to the so what: the actual value customers get. Then ask so what next to keep translating capabilities into real benefits.
I learned the hard way being in tech companies for so many years, big and small. It was always all about the features, right? Feature functions. Oh, look at this list. Our checklist is bigger than your checklist, right? As soon as you put it out there, competitors A, B, C, D, E, you know, F, G, H, they'd all look at your list and go, oh, we can add that. That's a brilliant feature. Boom, boom, boom. And then you just start to lose competitive advantage. And so really where it came down to, and I learned this a long time ago, as I'm sure you have as a marketeer, it's not about the so, it's about the so what. And then you take the so what to the next level and say, so what next, right? So, so what you can do all of these fancy things. You've got this service, this product, that whatever techno weenie, it chops, it slices, it dices, it does whatever, right?
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