You Can't Win the Feature Game

I got pitched a presentation tool this week.

I said, “I use Claude for that.”

He wrote back with seven green checkmarks.

Templates.
Diagrams.
Slides in 30 seconds.
Editable exports.

Here’s the thing.

Claude does all of that.
And I don’t need any of it.

So the moment I said “I use Claude,” the feature list was over.

Anything you list, I already have.
Or I don’t care about.

I’ve made this same move more times than I can count.

Someone tells us how they get the job done. We try to out-feature it.

You can’t win that game.

The only thing that moves someone off what they already use is a knowledge gap.

Something they don’t know they don’t know.

Like this:

“When Claude makes a PowerPoint, it usually writes code that places every piece of text and every shape at exact spots on the slide.

It looks right.

Under the hood, though, it’s a bunch of loose pieces sitting on top of each other.

How are you dealing with that?”

Maybe they’ve got it handled. Then you’re done.

Or maybe they’ve moved one box and watched the arrow stay behind.

Now there’s something to talk about.

You don’t compete with features.

You compete with what they haven’t noticed yet.