Considering a product’s competitive angle, is about finding significant pain points that are personally relevant to your target audience while is about demonstrating product-solving benefits.

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Explanation:

A competitive angle is defined by its components in terms of  its five facets, dimensions or qualities. These are (1) need to believe, (2) reason to believe, (3) blows away expectations, (4) quantifiable support, and (5) unique product claim (Rhoads, Swenson, and Whitlark, 2010).

Considering a product’s competitive angle, need to believe is about finding significant pain points that are personally relevant to your target audience while reason to Believe is about demonstrating product-solving benefits.

Need to Believe

First,  is  there  a  need  to  believe?  Is  there  enough  pain  (or  pleasure)  to  make  people  really  want  to  purchase  the  product?  If  there  is  no  need  or  problem  (opportunity)  for  consumers,  then  there  is  no  

solution, and with no solution, there is no company. So, the first facet of identifying a competitive angle is to understand the consumers’ need to believe that there is enough pain (pleasure) to motivate them to purchase the new product.

Reason to Believe

The  desire  to  believe  that  there  is  a  better  product  to  ease  pain  or  increase  pleasure  is  a  powerful  force.  This  leads  to  the  next  element  of  a  competitive  angle—reason  to  believe.  Does  the  product  touch  the  human  sense  of  believability?  That  is,  will  consumers  “believe”  that  the  product  can  deliver  on  its  claims? Said another way, is there reason to believe that the product will deliver value to consumers?

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