I used to burn a ton of energy trying to outdo other brands, more features, fancier marketing, "Look at us, we're better!" It got old, and honestly, it got us nowhere.

Then I stumbled across Marty Neumeier's work. The dude practically screamed: "Don't try to be better. Be different."

The penny finally dropped when a new competitor entered the market with a quarter of our resources --- but they didn't give a damn about our game. They created their own playing field.

People flocked to them, not because they were louder or bigger, but because they just felt... right.

They had their "onlyness" down.

I stopped fighting to be the best at everything. Started focusing on being the only one who did this specific thing for this specific group.

Game changed.

Here's how I finally escaped the "better trap":

• Distilled our real strength into a single, no-BS sentence. If it's not ownable, start over.

• Asked our best customers, "Why us?" and stole their lines for our homepage.

• Used "relevance, clarity, proof" as my acid test for every message.

• Quit comparing our roadmap to anyone else's. Mapped our own space.

• Positioning became the north star, if it didn't fit, we cut it loose.

Stop fighting to be "best." Start being impossible to confuse.

Inside Brand Engine, you'll find expert drills for unearthing positioning that sticks, plus quick testing methods and real feedback, fast.

Tired of blending in while feeling left out? Enroll now, get your positioning right, and finally fill your pipeline with clients who "just get you."

--- Shashank

11, PNR Nagar

Dindigul, Tamil Nadu 624001, India

Terms of Service