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Your competitor isn’t another startup

Your competitor isn’t another startup

It’s how your buyer thinks about change.

Deepak Yadav
May 28, 2025

There’s a question B2B founders love asking:

“How do we beat our competitors?”

Wrong question.

The better one?

“What’s our buyer’s current mental model of solving this problem?”

Because 90% of the time, you’re not losing to a competitor.

You’re losing to…

🪞 “We already do this in-house.”
🪞 “It’s not a priority right now.”
🪞 “We’re not ready to change yet.”

They’re not comparing your product.
They’re defending their defaults.

💡 The Real Opponent: Internal Logic

Every buyer has an internal “operating manual”:

How they’ve always done things
The systems they trust
The pain they’ve learned to live with

Your job isn’t to out-feature another product.
It’s to disrupt the logic of staying the same.

🧠 Mental Models That Stall Deals

Three invisible blockers we see in 2025:

“We’ve survived this long without it.”
Translation: Risk of change > Risk of staying broken.
“That’s the ops team’s problem.”
Translation: No one owns the pain, so no one buys the fix.
“Sounds nice, but not urgent.”
Translation: The problem is invisible until it becomes expensive.

🛠 What To Do Instead

1. Disrupt the Default

Instead of pitching “why us,”
Start with:

“Here’s what staying the same typically costs teams like yours in Year 2.”

Make inaction the risky move.

2. Frame Against Internal Logic

Ask:

“What would have to break internally for this to become a priority?”

That’s the key.
Find the trigger before the fire.

3. Sell the Shift, Not the Tool

Don't sell your CRM.
Sell a shift from “reactive sales” to “proactive pipeline control.”

Don’t sell your analytics tool.
Sell a shift from “lagging insight” to “real-time revenue intelligence.”

Make the tool a vehicle, not the pitch.

🎯 The Real Win

You don’t win B2B deals by being better.
You win by showing the buyer that “what they’re doing today” is the actual competitor.

🧭 B2B Blindspot Insight
Your biggest close-rate boost this year won’t come from better outreach.
It’ll come from better buyer psychology.
Change that—and deals start moving.

Until tomorrow,
— B2B Blindspot