Startup Positioning: Battle Process Change like DocuSign

I recently got an email from DocuSign with the subject: “How e-signatures are safer than wet signatures”. It made me wonder, why would DocuSign send such an email? E-signatures are ubiquitous; from job offers to house purchases, we e-sign most of our contracts. Doesn’t everyone believe that e-signatures are safer than wet signatures?

For context, DocuSign is the largest company in the e-signature market. It’s so dominant that its name is a verb. Its market cap is in the range of General Motors, the largest car company in America. In other words, DocuSign is winning.

So, why bother sending an email positioning against wet signatures? And why now?

Why position against wet signatures?

Slack and DocuSign are examples of “behavioral process change” as opposed to “vendor process change” (switching from Skype to Zoom). A company changing deeply set customer habits needs to educate the market on the value of new habits and the risks of older ones. That is why Slack blogs goodbye to company-wide emails and DocuSign says e-signatures are safer than wet signatures.

Why position against wet signatures now?

Takeaway for startups