Many companies suffer from “peanut butter messaging”: by trying to be all things to all people, they spread their message so thin that it gives prospects nothing to latch onto. Based on their initial website, this supply chain startup doesn’t seem to know what it does. IoT? Real-time Big Data? Predictive Analytics? Performance Optimization?
Usually, companies fail to take a stand because they fear being left out of the conversation. But when you chase all the latest fads and buzzwords, what customers see isn’t a company that has it all, it’s one that lacks confidence in its own strategy.