A company was one of three players in its space two years ago. Now there are fifteen, and half the messaging sounds identical.
Why this keeps coming up
The concrete approach
Narrow the target customer rather than broadening the message
Narrow the target customer rather than broadening the message: a crowded category rewards specificity, not trying to appeal to everyone.
Step 2
Find the one dimension where the company genuinely outperforms, backed by real evidence, and lead with that instead of a general claim.
Step 3
Study which new entrants are winning deals and study their actual go-to-market, not just their homepage.
Consider a category redefinition
Consider a category redefinition: describing the problem differently than competitors do if the current category framing has become commoditized.
Step 5
Double down on relationships and retention with existing customers, since acquisition gets more expensive as the category gets noisier.
Where this goes wrong
- Broadening messaging to compete on more fronts instead of narrowing to a defensible position.
- Making an outperformance claim with no evidence behind it.
- Ignoring what newer, faster-growing competitors are actually doing differently.
- Neglecting existing customer retention while chasing a shrinking pool of new prospects.
How to tell it is actually working
Bottom line
See exactly what each Fracmo plan ships. Every deliverable and every price is public: $249, $999 and $2,490 a month, month-to-month, with no discovery call to see a number.
See Fracmo pricing →Keep reading
- What is a fractional CMO?: the plain-English 2026 guide
- Fractional CMO cost in 2026: real numbers, including ours
- AI CMO vs fractional CMO: how the models actually differ
- Compare Fracmo to agencies, in-house hires and DIY tools
- All Fracmo blog guides