Bluesky snaps up millions of former X users

DEC 1 EDITION: 110

WHAT’S BREWING

Bluesky Snaps Up Millions of Fleeing X Users

Bluesky, a decentralized X/Twitter competitor, has added a whopping 8.7 million users to its platform since election day.

How? By positioning itself as the antithesis of Musk’s increasingly controversial platform.

The Bigger Story

As users flee X due to mounting controversies and aggressive algorithm changes, Bluesky has become something of a cultural refuge.

What started as an experiment in decentralized social media – fewer algorithms, less toxicity, more user control – appears to be exactly what a growing number of people want right now.

And Bluesky is leaning into this opportunity hard

Last week, the company’s CEO went on a publicity tour expressing the platform’s progressive position, even announcing they’ve quadrupled their moderation team – a direct response to one of X’s most visible weaknesses 😅

Why You Should Care

Bluesky isn’t winning users because of its features (they actually lag behind X’s). It’s gaining ground by exposing X’s cultural blind spots and doubling down on the values Musk has abandoned.

For PMMs and compete pros, this is a reminder that differentiation isn’t always about your product. 

In Bluesky’s case, this sudden success comes from their deep commitment to understanding their ICP’s values, which they’ve weaved into every aspect of their platform and brand story. Now that X is fumbling, all they’ve had to do is open their arms wide and welcome the exodus.

TODAY’S CUP OF WISDOM

How to Position for Market Maturity

For today’s cup of wisdom, we’re drawing from Anthony Pierri’s Compete Week keynote to break down how (and why) market maturity should guide your positioning.

I’ll be using Slack as an example. 

Immature Markets 

In an immature market, your audience might not realize they even have a problem or that your product is the solution. Your competition isn’t other products; it’s outdated workflows and habits. 

Example: Slack’s Early Days

When Slack launched, team communication platforms weren’t a thing. Businesses were stuck with email, meetings, and scattered tools to stay connected. Slack couldn’t compete against a category that didn’t exist, so it had to compete with email.

Slack’s homepage at the time said it all:

  • Tagline: “Slack replaces email inside your company.”
  • Subtext: “Keep conversations organized in Slack, the smart alternative to email.”

This messaging was simple but powerful: Slack wasn’t just a team communications tool – it was the antidote to email chaos.

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Mature Markets

Here, your audience already knows what the product category is and why they need it. Your job is to convince them your brand is the best choice.

Example: Slack vs. Microsoft Teams

Fast forward to today, and Slack operates in a mature market. Buyers are familiar with team communication tools, and competitors like Microsoft Teams are deeply entrenched.

Slack’s updated playbook focuses on what sets it apart:

  • Ease of use: Intuitive and enjoyable.

  • Integrations: Seamless with the tools teams already use.

  • Brand personality: Playful, human, and culturally relevant.

  • Bold competitive marketing: Have you seen Slack’s iconic ‘welcome’ ad? 🔥

The Takeaway

Ask yourself: is your product’s positioning evolving with your market? If not, you might be failing to differentiate effectively.

📌 Go Deeper: Listen to Anthony Pierri’s full Compete Week keynote on differentiation and market maturity here.

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A KLUE ORIGINAL FILM

Klueless is Now Available to Watch Online!

So here’s a fun story. When our CEO took a week off, our marketing team did what any reasonable team would do – we shot a documentary.

The result? “Klueless: A Competitive Deal Story.”

It’s a 15-minute adventure following a confident sales rep whose “sure thing deal” spirals into chaos once it goes competitive.

We premiered it at Compete Week, and it brought down the house. Since then, everyone’s been asking, “Where can I watch this online?”

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From the network

New Episodes: Power (Half) Hour, C&C Pod

Coffee & Compete Pod | The Future (and Present) of Win-Loss Analysis

Hunter nerds out with Ryan Sorley, VP of Win-Loss at Klue, about… Win-Loss – where it’s going, and where it’s been. 

Ready for Launch | The Best Competitive Marketing Launch of All Time

In this LIVE episode, hosts Jason Oakley, Tamara Grominsky, and Andy McCotter-Bicknell battle to present the best competitive marketing campaign of all time.

Positioning for Growth | Nailing Your First Three Months as Product Marketer

PMMs often talk about the 30-60-90 day plan – but what are the best tips to implement it? In this final episode of the series, Yi Lin takes you through a framework that will ensure your success in your new role.

UPCOMING LIVE Power (Half) Hour | How to Drive Action With Win-Loss Insights

Register for our next Power (Half) Hour on Friday, Dec 6, at 9:30 AM PST, where Hunter Sones will share a proven framework for distributing win-loss insights across your team. 

COMMUNITY

It’s Almost Sales Kick Off Time!

Question for the compete community 👇

What’s your number one tip for increasing compete program adoption at your Sales Kick Off?

Reply to this email with your top tip and we’ll feature you during our upcoming webinar!

Or even better…

Join us LIVE in the Compete Network Community on Weds, Dec 11 at 9:30am PT as Clara Smyth shares our top tips and best practices for increasing seller engagement and program adoption at your Kick Off.

Seats are limited. Secure your spot now.

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