Mar 15, 2026
There is no shortage of software.
AI can already compare features, prices and reviews across ten competitors in about 30 seconds. If your differentiation isn't immediately readable, it gets skipped.
What stays rare? Trust. Community. Things that are harder to copy than code and I'm not sure I have a complete list. Those are the ones I keep coming back to.
The founders positioned well right now aren't always the ones with the best product. They have a point of view their customers already believe. A reputation that does the trust work before the sales conversation. Something people would follow to the next thing they built.
Figure out the one belief your best customers hold that your product is built around. What do they think is true about how work should get done or what's broken or what matters? If you can't name it, your messaging is probably under-working. People tend to share things they believe in. Start there.
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I'm a father of 3 from Sydney, a Product Director and a Product Coach. I write about leadership, product management and the messy reality of making work work.
I'm currently building and experimenting with a mildly alarming number of things.
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