What is the opposite of having great customer service?
It's not a trick question, the answer is shitty customer service.
What is the opposite of having the best products and the best prices?
Having the worst products and the worst prices.
You see, the flaw in baseless superlatives like "best products," or "great customer service," is that they don't help a startup sell product because it's expected. Think about it, what company doesn't want to have the best product or the best service? None of them, the same way none of them want to have terrible customer service. If the opposite of the claim is not also a unique selling point, then it's not unique.
For example, tech startups jump to "easy to use" as another feature. Since "hard to use" is not a selling point, neither is "easy to use." It's expected. Now, what makes the product easy to use is a unique selling point. Webflow, the tool I use to build websites, has a drag and drop interface built for designers who usually work in Adobe Creative Suite, that is the feature that makes the product easy to use. They also have a customer support team filled with designers and developers who can answer technical questions, that is the feature that makes their customer service great.
If you are going to rattle off a list of features and selling points to investors or customers, ask yourself if the opposite of this is also true. If it's not, you have a baseless claim.
You stare at a wrinkly grey wall from one inch away. You can see every porous cavity, every abrasion, every molecule, but you cannot see the whole thing.
Is it cement? Is it brick? You don't know. Why? Because you cannot see the whole thing in context, you can only see tiny details.
You move back five feet and realize you were staring at an elephant. What's the point?
Details are important in branding, but failing to provide context is a recipe for confusing customers. You need to give them a bigger picture first instead of bombarding them with details like price, features, etc.
You cannot expect things to change without making a change yourself. Einstein said that doing the same thing over and over again, but expecting different results is the definition of insanity.
Why the title "Cambio Falso?" I've been watching Narcos, so Spanish is on my mind. It translates to "false change." Meaning, a benign attempt that yields little progression, a band-aid to cure cancer.
The point? Dive deep. Look the ugly of your company in the face and decide to make a freaking change, a real change. One that makes you feel uncomfortable. If you fail, you're no better off than where you are now.