You don’t need to be better.

You need to be different.

Better is invisible. Different makes people look twice.

That’s why most startups launch with a whisper and disappear.

They try to be 10% better instead of making everything else irrelevant.

It’s about owning an idea.

Shaping a category.

Creating a world where only your product makes sense.

The kind that shifts the ground beneath your competitor’s feet.

Most founders mistake positioning for surface level changes (think of taglines or messaging)

It’s not.

Instead, it’s a strategy, a worldview and a lens you hand your market so they see what you see.

This is the most unfair advantage in business. And almost no one uses it.

Let’s fix that.

Most businesses are in a race to the bottom.

Better features, better prices, better funnels. Better everything.

But it only leads to one thing: comparison.

If people can compare you, they can dismiss you.

But if you’re different?

You’re the only thing they see.

But beware, different doesn’t mean louder.

It means you’re playing a game no one else is even qualified to enter.

That’s how you become the option, not an option.

So how do you get there?

Three hard shifts:

1. Don’t just pick a niche. Claim a Point of View

Niches are crowded. Point of view is rare.

Niches tell you who you’re speaking to. A POV tells them why you matter.

Your POV isn’t a cute headline. It’s a callout.

-A belief

-A reason for people to care

-A reason for them to follow

-And a reason for them to never forget you

2. Design the category, don’t just build a product

Most people sell features. But categories create context.

They give your offer meaning.

When you name a new category, people attach belief to it.

And once they believe, they want to follow the one who started it.

That’s how you lead.

3. Tell a story no one else can tell

People don’t just buy solutions. They buy identity.

Your story is what pulls them in.

Not a timeline of your product’s origin, but a story about them.

About what they’re leaving behind. And what they’re stepping into.

It’s emotional and true. And most importantly, it’s yours.

So fkn own it.

Most founders won’t do this.

They’ll keep tweaking their pricing pages, chase algorithms.

And then the inevitable will happen-they’ll get stuck fighting in other people’s categories.

Not you.

You’ll build something unforgettable. You’ll say what others are afraid to say.

And that’s how you get design a new game.

And the market won’t just notice.

It’ll follow.