G2M Strategy
Your Biggest Threat Isn’t a Competitor – It’s a Weak Value Proposition
Forget competitors. The real risk is that your ideal customer doesn’t understand—or believe—your value. Here’s how to fix that before you burn cash or lose investor confidence.
Most early-stage founders worry about the wrong thing.
They obsess over the competitor who just raised $10M.
Or the stealth startup that launched before they could.
Or the one with shinier tech.
Or that one founder getting all the press.
But in reality?
The bigger threat is that your customer doesn’t understand—or believe—your value.
I’ve worked with dozens of AI and digital health startups that technically solved a real problem But! …
They described features, not outcomes.
They were relying on buzzwords, not proof.
The benefit wasn’t urgent.
The buyer couldn’t justify the cost.
Or worse—no one even knew why it mattered now.
A strong value proposition isn’t fluffy. It’s:
Rooted in pain – a specific, costly, urgent problem
Clear on ROI – saves money, time, risk, or lives
Tailored to the buyer – they see themselves in the pitch
Backed by traction – even early social proof works
This is what separates startups that scale from those that stall.
Don’t try to be “better than the rest.”
Stop benchmarking against every competitor’s feature list.
Instead, anchor your story in outcomes your customer actually wants. Clarity beats complexity. Every time.
Not sure your message is landing?
I help founders sharpen their positioning and refine their GTM so buyers say “yes” faster—and investors take you seriously.
Book a 1:1 Founder Strategy Session
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