So, how are you different…?

We've all been there.

You're pitching your startup to investors, sharing your groundbreaking idea to friends, or presenting your innovative solution to your VP, and then it comes:

"So, how are you different from what's already out there?"

It's the question that makes founders squirm, entrepreneurs fumble, and innovators second-guess themselves. 

But what if I told you that this question isn't just difficult to answer – it might be the wrong question altogether?

Here's the thing: not every great idea is about being radically different.

Sometimes, innovation is about catching up to the competition (yes, that's okay!), serving an underserved market, or simply making users feel heard. It could be about bringing a proven concept to a new area, making a product more accessible, or taking calculated risks to test out new ideas.

Not every successful product or service needs to reinvent the wheel.

Innovation can come in many forms, from groundbreaking new technologies to clever adaptations of existing ideas.

But this reality makes the "how are you different" question particularly thorny. It puts presenters on the defensive, focuses on competitors instead of unique value, and doesn't address the core issues of user adoption and retention. It might overlook the potential in refining existing ideas or discourage incremental innovations that could have a significant impact. Plus, it fails to recognize the value of risk-taking and experimentation, or innovations driven by deep user understanding rather than technical wizardry.

So, if "how are you different" isn't the right question, what should we be asking instead? Let's flip the script with these three questions:

→ What are you going to build that's compelling enough for users to switch to your solution?

 This cuts to the heart of the matter. It's not about being different for the sake of it – it's about providing value that's significant enough to overcome the inertia of the status quo. When you're thinking about this, consider: 

• What pain points are you addressing that current solutions ignore? 
• How does your solution make users' lives easier or better? 
• What unique combination of features or approach are you offering?

→ What are you going to prioritize and invest in to keep users engaged with your solution?

 Getting users is one thing; keeping them is another ball game entirely. This question forces you to think beyond the initial appeal and consider the long-term value proposition.

Think about:

• How are you building habits around your product or service? 
• What ongoing benefits or improvements will users experience? 
• How will you evolve with your users' needs?

→ What reasons will you give users to gain their mindshare?

 In a world of endless distractions, capturing and keeping attention is crucial. This question pushes you to consider how you'll stay relevant and top-of-mind for your users. Consider:

• How will you create and nurture a community around your offering? 
• What unique content, insights, or experiences can you provide? 
• How will you consistently deliver value beyond your core product or service?

By shifting from "how are you different" to these more nuanced questions, we change the entire dynamic of the conversation. Instead of a defensive posture, trying to justify your existence in a crowded market, you're now in a position to articulate your vision, your understanding of user needs, and your strategy for long-term success.

This approach is a win-win-win.

For founders and innovators, it allows you to showcase your deep understanding of the problem you're solving and your strategic thinking about user adoption and retention.

For investors and stakeholders, it provides a more comprehensive view of the venture's potential, focusing on sustainable value creation rather than superficial differentiation.

And for users, it ensures that new solutions entering the market are truly focused on delivering and maintaining value, not just being different for difference's sake.

So, how do you prepare for these questions? Here are a few tips:

• Deep dive into user needs. Go beyond surface-level market research. Talk to potential users, understand their pain points, and identify unmet needs that your solution can address.
• Map out the user journey. From discovery to long-term engagement, understand every touchpoint a user will have with your solution. Identify opportunities to add value at each stage.
• Develop a clear vision for evolution. Markets change, user needs evolve. Have a roadmap for how your solution will grow and adapt over time.
• Build a compelling narrative. Craft a story that goes beyond features and benefits. Articulate the transformation users will experience and the impact your solution will have on their lives or work.
• Focus on metrics that matter. Instead of vanity metrics or surface-level differentiators, identify and track the key indicators of user value and engagement.

Remember, the goal isn't to avoid tough questions or to sidestep comparisons with existing solutions. Instead, it's about reframing the conversation to focus on what truly matters: the value you're creating for users and your strategy for sustainable success.

By preparing for and embracing these more nuanced questions, you'll not only have better answers—you'll have a better business.

You'll be forced to think deeply about your value proposition, your long-term strategy, and the real reasons why users should choose and stick with your solution.

So the next time someone asks, "How are you different?", take a deep breath and redirect the conversation.

You've got better questions to answer, and a compelling story to tell.