Answer:
The answers to the blank spaces are:
Explanation:
A competitive angle is defined by its components in terms of its five facets, dimensions or qualities. These are (1) need to believe, (2) reason to believe, (3) blows away expectations, (4) quantifiable support, and (5) unique product claim (Rhoads, Swenson, and Whitlark, 2010).
Considering a product’s competitive angle, need to believe is about finding significant pain points that are personally relevant to your target audience while reason to Believe is about demonstrating product-solving benefits.
Need to Believe
First, is there a need to believe? Is there enough pain (or pleasure) to make people really want to purchase the product? If there is no need or problem (opportunity) for consumers, then there is no
solution, and with no solution, there is no company. So, the first facet of identifying a competitive angle is to understand the consumers’ need to believe that there is enough pain (pleasure) to motivate them to purchase the new product.
Reason to Believe
The desire to believe that there is a better product to ease pain or increase pleasure is a powerful force. This leads to the next element of a competitive angle—reason to believe. Does the product touch the human sense of believability? That is, will consumers “believe” that the product can deliver on its claims? Said another way, is there reason to believe that the product will deliver value to consumers?
