The Good, Bad and the Ugly of being in the Software Sector

The Good. In our previous article; we explained why now is the best time if you operate in the software tech industry. If you missed it, here is the LINK. The B2B software sector has entered a period that we believe will have a long growth curve. It's going to rapidly change and affect every business globally.?

Wherever there is fast change, there is opportunity. However, the opportunity comes only to those who are flexible and adaptable to a changing market. For those who do not have that dexterity it brings a massive threat. Ask Darwin if in doubt.

?The Bad. The average software company now has eighteen competitors, compared with just three competitors a decade ago. For some “Hot Sectors” there will be many more. Logically, where there is greater wealth to be made, you are going to find the greatest number of competing companies.?

The Ugly. There has never before been such a variety of channels to interact with your audience. The explosion of Social Media has created lots of ways to broadcast your message. Unfortunately, it has significantly added complexity and created a noisy world of non-performing BS!? A world more about the algorithms than it is about engaging the human who you’d like to do business with. It's just ugly.

THE SOLUTION - FIRST STRATEGIC POSITIONING

A major factor in being successful is the ability to strengthen the strategic positioning of your business. Strategic positioning away from your competition needs to be based upon your core strength and highest level value you deliver.?

Tough things to recognise when you are running a complex technical company at speed. This is often where you need expert outside objectivity. What we deliver with Competitive Space? is based upon decades of experience within the software sector and core concepts from cognitive science.

Taking both your core strengths and values, then mapping them against the areas of hottest competition enables us to seek out a new high level position for you.?

Notice we did not say “Category”. Yes, on rare occasions our recommendation is to create a new category.?

However, there are times when carving out a new category in the minds of your prospects is just going to delay success and is simply not feasible.?

A new Competitive Space? position could be in the same category, same hot sector…just a new way to position yourselves within the space. For example:

• How you are seen within the market can be changed.
• By reframing the conversation you have with your prospects
• Increasing the level of engagement
• You can even move closer to your customers emotions and desires
• How you begin your communication dictates how the dialogue continues

All without the heavy lift of creating a new category and/or telling everyone about what it means! Oh and the same can be said of blue oceans.?

Simply ask yourself this: “If your category is thriving and everyone knows what it is, and are busy buying. Why would you stop, move and set up a new category and work hard at communicating to get new understandings into prospects heads. You just lost millions.”?

Hence our tagline: OutSmart, not OutSpend.

The point in this article is only one tiny part of the Competitive Space? experience of how we strategically position software companies.

If you’d like to see the complete pathway about how we turn our client’s companies into market leaders, then message me here.

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Best regards,