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 a marketer, you must truly understand the customer’s struggling moments and why current solutions aren’t helping.
Focusing on this uncovers the real reasons behind their challenges, and with these insights, marketers can guide the product development team to create solutions that actually help.