By BGprod Strategy · 2026-02-20
Why do technically superior products lose to worse ones?
Short answer
Because buyers do not evaluate technology; they evaluate the consequence of adopting it. A worse product with a clearer consequence is easier to approve, easier to defend internally and easier to repeat to someone who was not in the room.
Outline: why feature parity arguments transfer the decision to price.
Outline: rewriting capability claims as changes in the buyer’s operating reality.
Outline: if a champion cannot repeat it accurately, it did not survive the meeting.
A reputation, a pipeline, a market position, a launch. Pick a way in.