‘Different’ beats ‘Better’

A truth that changes how we approach marketing and business: people prefer something different to something better 100% of the time.

Different = new and acts as a solid pattern interrupt.

But what does better mean and how do you find it?

Three powerful approaches:

1. Draw from Culture Look to books, movies, and art for inspiration. These are rich with unique perspectives and narratives that can inform your positioning.

2. Look Inward

Ask yourself:

• What do you believe in?

• What morals and aesthetics resonate with you?

• How did you transform from who you were before to who you are now?

3. Examine Your Hero's Journey

• Which false beliefs did you overcome?

• What personal route did you take to get where you are?

• Turn these discoveries into your story

The Positioning Cascade

Your unique positioning is the foundation that determines everything else in your business.

Each element flows from your positioning, creating a cascade effect that touches every aspect of how you offer is presented.

1. The USP (Unique Selling Proposition)

2. The Unique Mechanism

3. The Big Idea

4. The Offer

Being better is a losing battle in a saturated market. Being different on the other hand? that always works better. :)