Customer: I want to buy a mattress.
Competitor 1: I sell mattresses.
Competitor 2: I sell mattresses.
Competitor 3: I sell mattresses.
Competitor 4: I sell mattresses.
Competitor 5: I sell mattresses.
Competitor 6: How have you been sleeping this past week?
Now you can see who really understands the problem.
Competitor 6 cares about your sleep. That’s what Casper does.
Marketers need to understand this: people often don’t buy a new mattress simply because they don’t have one.
As marketers, you must deeply understand the customer’s moments of struggle and why existing solutions aren’t helping.
This focus uncovers the real reasons behind their challenges.
With these insights, marketers can guide product teams to create solutions that actually help.