Differentiation isn’t about being louder—it’s about doing what 99% of people aren’t willing to do.
It’s the equivalent of taking the stairs instead of the escalator to get fit. The shortcut feels easier, but it’s also one reason why everyone looks the same. Real differentiation comes from effort, strategy, and the willingness to go where others won’t.
I would bet most companies in your industry follow the same formula… and this could be to your advantage. Just look at the way most businesses approach marketing, sales, and messaging:
- Their pitch decks start with their company overview, why they’re great, and what they offer.
- Their content is regurgitated industry speak, safe and uninspired.
- Their outreach is about them, not the customer.
They follow the script. The 1% follow the prospect’s narrative instead.
How to Do What the 99% Won’t
- Flip the sales pitch
- Don’t start with you. Start with them.
- Open with the pain of staying the same—why their current approach is costing them.
- Teach them something about their industry that they don’t already know.
- Make them the hero of the story, not your company.
- Create a real marketing strategy
- Instead of chasing trends, build a real content and demand generation engine.
- Define a brand position that actually stands for something.
- Educate; Be the source of knowledge that shifts their perspective.
When everyone in your space is running generic, transactional marketing, be the one who makes people feel something.
The majority will keep taking the escalator.
It’s your time to take the stairs. Make the extra effort. Show up differently.
Stay Positive & There’s Another Better Way To The Top
- The 1% Marketing Strategy - February 26, 2025
- A Product Marketing Pulse - February 25, 2025
- As If You’re The Expert - February 24, 2025
