In this third episode of the 5-part podcast series Making Things Click, bestselling author and venture capitalist John Zeratsky breaks down how to make your product actually stand out in a crowded market. It’s not enough to build something great — you need to build something radically different and communicate that difference clearly from day one.
Drawing on insights from his new book Click and his experience designing products at Google Ventures, John shares how top teams use a simple but powerful 2×2 framework to identify true differentiation. You’ll also learn how to root your positioning in unique advantages and create messaging that customers instantly understand — and repeat.
If you're building something new, this episode will change how you think about product strategy, communication, and the “click” moment that sets breakthrough ideas apart.
Timestamps:
00:00 Why most products fail to stand out
01:05 The difference between building and communicating differentiation
02:22 What truly makes a product “10X better”
03:34 Why customers repeat your marketing (or don’t)
05:11 How to identify your team’s unique advantage
07:10 Inside the 2×2 differentiation chart
12:01 The Google Meet vs Skype example
15:20 Why you need to test positioning before you build
17:44 Creating a “mini manifesto” for team alignment
20:11 How differentiation drives internal and external clarity
📘 Learn more and order the book Click: https://www.theclickbook.com/