Why the French Do It Better: 3 Unexpected Lessons from the Land of Cafés, Couture & Culture
Image created by Narrative Craftsman GPT - use it here for free
Now that I have your attention with my click-baity title 😄 today I share reflections from a place I revisit often. Broadcasting from a quaint town nestled in the French Alps, I've spent the last few weeks steeping in a rich brew of French culture and reflecting on how it impacts ….you guessed it - B2B SaaS marketing strategies!
The American ethos has its place in the world and I celebrate it daily. But immersion in diverse ways of thinking is where innovation unfolds. French culture is my latest classroom. Here are the fascinating lessons I'm learning as I meander through this enchanting country.
Craftsmanship vs. Convenience
Image created by Narrative Craftsman GPT - use it here for free
You’d have to be blind not to notice the deep appreciation for craftsmanship in France, whether it's a cheesemonger, bread baker, or winemaker. The French prefer artisans who invest considerable time in creating the highest quality products and narrowly focus on one thing. French consumers value quality so much that they display un-American signs of patience and a willingness to engage with multiple vendors to get the best. They happily pay a premium for the best cheese, bread and wine. This approach contrasts with the North American emphasis on speed and convenience, as seen in the prevalence of drive-thru services, superstores and the popularity of convenience apps (Uber Eats, InstaCart, free shipping etc).
B2B SaaS Insight: The 'all-in-one' value proposition is largely an American phenomenon targeted at those who value speed and convenience over quality. Thus, for ‘best of breed’ app marketers, consider drawing inspiration from the way European artisans market their high-margin goods:
Tailor storytelling to highlight your company’s narrow focus
Articulate why you are the expert in ABC field
Show how your product is specialized & how it serves specific needs excellently
TL;DR 👉 “All in one” is a value proposition that is built for speed & convenience buyers and will lead to price wars. Best of Breed apps should look at how European artisans market their high-margin goods.
2. Collectivism vs. Individualism
Image created by Narrative Craftsman GPT - use it here for free
In North America we are taught from a very young age to be free, independent actors who are responsible for our own lives. We are used to having a variety of options to select from that suit our individual tastes. When you look at products in the USA, everything is personalized and highly configurable. There is a strong conviction that each person is so unique. Freedom for the individual is even cemented in the constitution.
In contrast, the French lean towards collectivism. They have strong allegiances for family, community, and country. They believe that you can achieve more as a group and they cite history to prove this - the French revolution as one example. Thus instead of optimizing for the individual - the French optimize for the collective. This collective mindset is woven into the fabric of daily life and business alike, suggesting that true achievement is not solo but a symphony. Example of this in practice - Multi-generational living is more common in France (and Europe in general) as it benefits the collective above the individual by reducing national healthcare costs, increasing lifespan, reducing childcare burdens on young families and improves youth financial support systems.
B2B SaaS Insight: What French collectivism teaches us is the power of organizational coherence that prioritizes the needs of the group over the individual. Instead of asking, "How can this product be everything for everyone?" we could ask, "What are the core functions that bring out the best in the group working together? ie. Can 1+1= 3?” Shifting the focus from hyper-personalization to group cohesion. It's about creating an app experience where features are developed not just for user level productivity but for second level impacts on team dynamics, workflow integration, and organizational coherence.
TL;DR 👉 Look at the second level impacts of your features on the group vs. just the individual user. You might find new value propositions there.
3. Spirited Debate vs. Confrontation
In France, the art of debate is a cultural cornerstone, viewed as vital for nurturing personal and professional growth. Imagine this: Friends debate French politics loudly and openly over a glass (or three) of their favourite wine or colleagues robustly challenging their boss’s proposal that will go up the ranks, invoking a level of "devil's advocacy" that might unsettle you or me. These vigorous discussions are very normal in France and aren't viewed as conflict but rather pathways to deeper understanding and better solutions. They rarely lead to a break in the relationship for the French. Contrast this with America, where debate often gets interpreted as aggression, confrontation, or simply bad form, potentially stifling the exchange of bold ideas and innovation.
B2B SaaS Insight: Adopting the French appreciation for debate can improve messaging and positioning. Welcoming diverse perspectives and rigorous scrutiny during the development of your messaging strategy ensures it resonates and is reflective of varied customer needs. Encouraging your team to question and challenge you leads to a positioning that's not only innovative but also deeply tested. This approach can be the difference between a good value proposition and a great one that truly captures the essence of your brand and resonates with your audience.
TL;DR 👉Don't’ be afraid of debate or alternate opinions, it makes your work 10x better. Avoid the echo chamber.
Thanks for reading my reflections! Now back to sipping 🍷🍷🍷 and eavesdropping on French spirited debates 😄
An FYI, this blog was copy-edited and all illustrations were made by Narrative Craftsman - A GPT I made that helps marketers with B2B SaaS narratives, deck outlines, taglines, pitches, blogs, and visual messaging, emphasizing unique value and customer pain points.
Try it here for free and let me know what you think.
