Madhavan Ramanujam: preference

Transcript context

…Is there any other examples of companies that you think do this super well, to make it even more concrete? To take a, let's say a non SaaS example, my favorite, I'll come back to Porsche again, because their value communication is, to me, legendary. When they launched Taycan, which is their electric car, their value communication was something like this, I'm trying to remember it, but it was something like, "Taycan is not your most affordable electric vehicle, but that was never Porsche's goal. Porsche's goal was to actually build a car that was first and foremost a Porsche." That value save statement, what they actually built, totally resonates with those- ... you know statement, what they actually build totally resonates with those, their audience. Taking a maybe SaaS example, Shopify is one of my favorites in terms of looking at the plans in terms of their benefit, like, what do they actually put out? All of the plans emphasize benefits and less features. Like for instance, the number of locations that you can track inventory is a benefit because if you actually have a more complicated supply chain, it's different from not, so there are plans which actually have different number of inventory locations, which is a benefit there. I mean, if I can track more or not, but behind this, that could be many features that actually enable this. So if you look at the plans that Shopify has, I think that's a great example. And also they have a lot of good value communication in there. I remember something like the tagline for Shopify Plus was, "Fair pricing, unfair advantage," and just things that actually make bloody sense, then you see it, what you're actually getting. So I think that's a great example that listeners can go into. So maybe as a takeaway, folks should probably look at their website, browse through their pages and just look, or am I pitching features, or am I pitching benefits to the reader?…

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