Alaa Halabi, Founder at The Why Consulting
A startup can make complete sense during the presentation and still feel difficult to describe afterward.
I was listening to a founder explain what they were building and how it all worked. They talked about the product, the features, the technology, the roadmap. Every question had a good answer.
But I still didn’t know what the company wanted to be known for.
And I think a lot of founders face this without noticing it.
Sometimes founders try to explain every part of the business at the same time.
Everything feels important. But when everything feels equally important, nothing gets remembered.
People rarely remember a company for ten things. They usually remember it for one.
Spotify became music before podcasts, audiobooks, and everything that came after. Amazon became books before becoming anything else.
We all hear of companies claiming to be the best.
The best product. The best technology. The highest quality. The strongest team. Number 1 in the market.
But these claims rarely build an emotional connection with people. Companies end up ‘positioning’ themselves around the same concept as every other competitor in the market.
That’s usually where the disconnect begins, especially when positioning becomes too technical or transactional.
“Great team” is not positioning. “Best product” is not positioning.
If positioning isn’t product, technology, best price, best quality, or great team… then what is it?
It’s what people come to expect from you over time.