The product handles more of the hard cases inside the customer's core job than a named simpler alternative does: the edge cases, volumes, rules and reporting that serious or growing customers need. Customers cited those capabilities when they chose it or moved to it. Depth is about how much of one job the product handles. Covering more steps of the job is End-to-End Workflow, and choosing a segment is Vertical Specialization.
A simpler product wins the easy cases first and is easier to adopt. As customers grow or the work gets harder, they hit what it leaves out and move to the product that handles it. The deeper product keeps the customers whose spend grows, and the simpler one keeps the ones who stay small.
From the win chains in Strategy Canon case studies: what the winner did, and what its rival did at the same step.
Bond analytics and history beside live prices
Also tagged: Braze · OpenText · ServiceTitan
| Author | What they call it / where it appears |
|---|---|
| Christensen | Sustaining innovation: better performance for the most demanding customers |
| Spolsky + | The 80/20 myth: each customer uses a different 20% of the features |