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They are a challenger brand they are doing what they think is right. Maybe the approach needs to be rethought, but they will eventually get there.

@Sooraj They are fastest growing SaaS product right now, what do you mean by they will eventually get there?

@Rahul Rajvanshi I agree to what you are saying and I also feel that it has to do a lot with brand voice and strategy. Any idea how SAAS companies decide on it!

Hahaha. I will take this as a compliment. Khelna hai to front foot pe khelo 😎

100% Priyanka

Learnt it from the best @Srikrishna Factors.ai

I believe this works in certain contexts and with certain brands' marketing styles and preferences, not as a blanket rule for every product/service. ClickUp is in a competitive, crowded space and needs ways to cut through the noise. In this instance, it's got its message across and has kept the tone light when referring to its rivals. Plus, this messaging is taking place within the product, when the customer has already bought into what ClickUp has to offer. It's also in line with ClickUp's brand voice, which is consistently playful and irreverent across various media. The approach of trumping your competition may be less effective, or detrimental to the perception of your brand, in other scenarios. For example, let's say you're paying top dollar for a sports car. You may want to buy into the lifestyle/aesthetic sensibility/heritage that the automotive brand represents - not the fact that this model is better/cheaper than another brand's car. Those factors aren't high priority to most customers in that space - and playing the comparison game could dilute the conversation and weaken the brand's positioning. One real-world example in the tech space is HashiCorp - the marketing copy for their cloud infrastructure products highlights how they can solve your problems and enable you to do more with quality offerings and service, and with a forward-thinking approach. As far as I can see, there's no mention of any competing products; it's simply not part of the conversation they're choosing to have with potential customers. It seems to be working well for them. This is also subject to your audience - if you're selling to people who appreciate that there's a need for a better/cheaper/faster product in the market and are just waiting for someone to come own that, then it might be the best way to go.

Isn’t Jira the market leader? That’s what I meant. @Divyank Jain