“Even though at first I knew all the features that our competitors had were a 100 times better than ours, I focused on something that was really tied to a key problem from our ideal customer profile but also that was tied to a real return on investment for them, which is how many meetings can they book. If you can tie any of your software or product or service to the revenue people are going to make, your product becomes associated with success.”

Tie The Product To Customer Revenue So It Becomes Associated With Success

Instead of chasing feature parity in a crowded category, Guillaume launched lemlist with one sharp differentiator: hyper-personalization that booked more meetings. Tying the product directly to customer revenue made lemlist 'associated with success' rather than yet another tool.