The Advantage
Own the market position only your unique approach can hold
"You can't copy conviction" - Royce da 5'9
The advantage is how you close your narrative – the point where the change you've outlined resolves clearly in your direction.
The scenario set the context. The inflection raised the stakes. Now you have to make it actionable. This means separating yourself from the status quo and distancing yourself from every alternative your audience is considering. The stronger the inflection, the faster the old way collapses, and the less tolerance there is for half-measures.
Clear and compelling is the bar. When you hit it, you stop being an option and become the obvious choice because no one else could own this moment.
MENTAL MODEL
pick your corner
Decide which slice of the market you want to own. Not top-right of a magic quadrant, rather the position where your unique approach has room to stand out and space to win.
diminish the status quo
The old way has to feel untenable. The more obvious it is that things can't continue as-is, the more your audience needs an alternative. Make the gap impossible to ignore.
distance from alternatives
Subtle differentiation gets missed. Your advantage must be clear and defensible under scrutiny. If it collapses when someone asks 'how is this different from x?', it's not an advantage yet.
MESSAGING TIPS
hold the non-consensus view close
Breakout advantages come from seeing the shift differently before it's obvious. Don't dilute this perspective, sharpen it and stand behind it. Controversy, presented with conviction, gets the most meaningful engagement.
make everything a must-have
Incremental value is optional. With the pace of change and abundance of choice, only force multipliers register. Every effort unavoidable, every result non-negotiable.
speak the language of realized value
Your audience buys results. Translate your advantage into the metrics they're on the hook for – executive visibility down to practitioner KPIs.
TROPES TO AVOID
We're democratizing X
Investors might be impressed, but your audience likely isn't. And more often than not, the phrase is misused.
We're the only platform that...
This reads as insecurity. The phrasing cheapens your edge. When the advantage is real, it gets observed naturally.
padding with feature lists
Capabilities matter during evaluation, but when your narrative turns into a checklist, you've lost the plot.
OPERATING MODEL
tie to realized value
The advantage has to show up in outcomes, not just pitches. If your customers can't say it back with their own numbers, it's not landing yet.
drive the next step
If they're convinced but not moving, you stopped short. The advantage should make the next step obvious.
evolve as you ship
Your advantage isn't static. As the product grows and the market moves, what makes you different will shift too. Keep the messaging honest to what you can actually deliver.
All Revenue Design Method Pillars
Design a Narrative
The Scenario
surface the forces reshaping your audience's reality
Design a Narrative
The Inflection
Reveal the turning point that makes acting now the only option
Design a Narrative
The Advantage
Own the market position only your unique approach can hold
Design a Movement
The Space
Shape the domain into a direction you can lead
Design a Movement
The Moments
Guide your audience on the path towards conviction
Design a Movement
The Reason
Convert true champions into industry advocates
Design a Machine
The People
Stay dialed in to the tune of your audience
Design a Machine
The Journey
Make the message in tune and in time
Design a Machine
The Proposition
Measure the message against realized value