Ido Tandy || Director of Product Management , Jifiti

Ido Tandy

Director of Product Management , Jifiti

The Differentiation Canvas - A unique model that saved our product strategy

 

 

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When I joined the company as the first product manager, I discovered a product that was well-established, loved, and respected in the market. However, competition was growing stronger. Large competitors began eating into our market share, taking deals we were certain we would win.

 I realized that if we wanted to stay in the game, being good wasn’t enough - we had to be different. But how do you define a unique product strategy in a market full of competitors? I searched for answers, read countless articles, but nothing felt practical enough.

 Then, after a long search, I came across the Differentiation Canvas model. That was the moment everything became clear. The model provided a systematic way to take insights from users and competitor research and turn them into a clear, sharp strategy.

 I didn’t work alone. I brought the sales director into the process, and together we dove deep. We uncovered unexpected insights, refined our understanding, and created a clear picture of how we could differentiate our product in the market.

 Presenting the strategy to the leadership team was a defining moment. Not only did they approve it - they were excited. It wasn’t just a strategy; it was a new way of looking at the product and the market. More than that, it was the turning point we needed to get back to winning.

 

 

Written by  Read 2058 times Last modified on Tuesday, 23 December 2025 05:50
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