table stakes

Table Stakes

The minimum requirement just to be considered — what everyone in the industry already offers. Raising the table stakes means that the baseline expectation has gone up.

When you'd see it: Competitive analysis and product strategy discussions. 'Feature X is table stakes for this market' means competitors already have it and not having it disqualifies you — it's not a differentiator, it's a prerequisite. Also used in contract negotiations: 'these terms are table stakes, non-negotiable.'

Why it matters: Distinguishing table stakes from differentiators is how strategy avoids wasted effort. Spending resources to match what competitors already do doesn't win — it just doesn't lose. Real competitive advantage comes from going beyond table stakes.

Common mistakes: Using it as a reason to avoid investing in something important. 'It's just table stakes' can become a way to deprioritize critical capabilities. Table stakes still have to be met — the question is how fast and how well, not whether.

Related move the needle, value prop, greenfield