In customer discovery, and in marketing your product, you will encounter people who are passionate about their existing solution. That’s ok. Loyalties develop and it’s really hard to break that relationship. It will lead you to competition bashing and when you sling mud, everybody gets muddy.
You are better off seeking those who are still searching for a solution. Maybe the existing solution is too expensive or maybe it is too loaded down with useless features. Maybe it’s a different audience all together.
Southwest Airlines went to smaller cities and offered scaled down services for a specific type of traveler. They flew one type of aircraft and made you pick your seat when you sat down. They balanced with with a superior customer experience. Then they changed air travel all together.
Read “Reality Check” by Guy Kawasaki
Blogging Gazelle is published daily by Shawn Carson