April DunfordNov 8, 2022

I've been thinking about Mastodon vs Twitter and positioning. It's a neat case study on understanding value vs features.

Mastodon has many differentiated features - federated servers, content moderation, no ads, etc. But the opportunity for them is to clearly position the value those features enable. Example - users should understand the value of decentralization (no company owns your data) vs. seeing this as simply something different from Twitter and kind of a pain. #positioning #marketing

Show threadgadwayNov 8, 2022
@aprildunford This is spot on. Same line of thinking highlights the flaws in the "Uber for X" shorthand ppl used to rely on. For instance at Vidyard ppl said: "YouTube for business"... great for conveying it did something video, but failed to capture the differentiated features like robust video analytics, CRM integration, ability to swap videos while maintaining link (the very things that added up to differentiated value for businesses). Really the only thing we did that YT did was hosting!
Show threadApril Dunford
@gadway Exactly, exactly - It's really hard to define yourself in relation to another company, particularly when we may have different associations with that company.
Nov 8, 2022 at 7:34pmWeb