Ever feel like your product is slowly becoming just another version of the competition?
In this episode, we talk about the pressures product managers and product leaders face when stakeholders push for feature parity and price wars. Joe Ghali, Ryan Cantwell, and Todd Blaquiere share real-world stories and practical strategies for resisting copycat requests, protecting your product strategy, and staying true to your customer value proposition.
We’ll break down how to spot early signs of commoditization, how to align sales and product teams, and how strong market positioning—and a little courage—can set you apart.
Tune in and learn how to lead with innovation, not imitation.
References & Links
- Dollar Shave Club Commercial
- Liquid Death
Time Stamped Notes:
Introduction and Setting the Stage
[01:05] Pressure to copy competitors - Ryan shares his frustrations from 15 years in product management.
The Danger of Copycat Product Management
[02:41] Hotels shift to experience - Joe recounts post-9/11 changes in the hotel industry.
[03:58] Sales pressures - Todd discusses empathy for sales teams and roadmap challenges.
[04:31] Copycat feature pitfalls - Risks of losing product identity by mimicking competitors.
[05:40] Recognizing commoditization - How to identify early signs of a product becoming a commodity.
Winning with Differentiation
[06:39] Failed copycat products - Stories illustrating the cost of copying competitors.
[08:27] Dollar Shave Club example - How unique monetization and branding created success.
[10:30] Liquid Death example - Building differentiation through bold branding and distribution strategy.
[12:00] Competing beyond price - Focusing on customer experience and unique value.
How to Handle Copycat Requests
[14:26] Strategies for handling requests - Asking for validation and de-risking decisions.
[16:30] Finding a middle ground - Balancing stakeholder requests without losing strategic focus.
[18:41] Communicating value - Helping sales teams reframe customer objections.
[19:45] Talking points for stakeholders - Techniques for responding to "be like the competition" requests.
Aligning Sales, Product, and Strategy
[19:57] Sales incentives and product alignment - Adjusting commissions to support new product goals.
[22:30] Box-checking feature risks - Recognizing when a feature request is just a checkbox.
[23:54] RFP challenges - Shaping customer expectations before tenders are released.
Positioning and Company Values
[28:49] Values as a decision filter - Using company mission to prioritize product decisions.
[31:59] Positioning the competition - Shaping how customers view both you and your rivals.
[33:30] Lessons from "I'm a Mac" - How clear positioning drives customer perception.
[34:30] Building differentiated positioning - Methods to keep the product distinct and memorable.
Key Takeaways and Closing Thoughts
[35:25] Training and support as differentiators - Building loyalty through education.
[37:13] Jobs-to-be-Done framework - Understanding emotional and social needs.
[38:30] Importance of internal alignment - Selling your own team on the product vision.
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