Anti-Incumbent Positioning

Does your market leader have a weakness, that's actually your strength? Position against them directly. Be the anti-incumbent. By anchoring against the industry leader and highlighting a key differentiator, buyers immediately understand your value and why they should choose you. Two templates to get you started: • "We're like _____, without the _____." • “We’re like _____, but _____.” Hats off to Freckle and Fletch for the textbook execution on this one.