Dear App Vendors: If You Can't Explain Why You're Better, You're Not (Yet)

Elizabeth Wheeler
Feb 14
2 min read

A businesswoman leads a meeting, engaging colleagues with a presentation in a modern office setting.

I've lost count of the number of times an app vendor enthusiastically approaches me about their product, only to falter when I ask a simple question:

How is this better than the out-of-the-box functionality?

[Cue the awkward silence.]

Look, I get it. You poured your heart into building this app. And I want you to succeed. If you can’t clearly articulate why an enterprise customer should care—why your app isn’t just an expensive version of something they already have—then we need to work together to refine your message and make sure your value is crystal clear.

The Enterprise Perspective:

I don’t work against you. I work with you.Enterprises don’t buy apps because they’re shiny or because you think they should. They buy apps because they fill a critical gap, save time, reduce risk, or unlock new capabilities.

So if you want to win over an enterprises you need to answer the following:

What problem does your app solve that the platform doesn’t?
Why should they pay extra for it?
How does it integrate with their existing workflows, governance, and security needs?
How does it reduce complexity instead of adding to it?
Where have you seen success in environments like theirs?

These aren’t just nice-to-haves. They’re essential. And I want to help you answer them in a way that makes your product irresistible to the right buyers.

Let’s Work Together to Position Your App for Success

I know, I know. You’re passionate. You’ve built something amazing. But passion without clarity is just noise. If your pitch sounds like a TED Talk but leaves me without a clear understanding of why I should care, you’ve lost me—and you’ve definitely lost the enterprise buyer.

Instead of throwing features at the wall, focus on impact. Instead of listing all the bells and whistles, tell me about the business problems you solve. Instead of competing on hype, compete on outcomes.

The Bottom Line

If you can’t explain why you’re better than the out-of-the-box platform, let’s fix that together. I want to see you succeed, and I want enterprises to see the full value of what you offer. Let’s collaborate to ensure your message is compelling, clear, and aligned with real business needs.

So the next time we step into a meeting, know that I’m on your side. If you have a strong solution, let’s make sure it gets the attention it deserves. If you need help sharpening your message, let’s refine it. Either way, I’m here to support you.

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