Fictitious differences

Yeah, yeah, there is no one like you.

Your company is the only one that…your product is unique because…

When you go to your porter analysis and you are filling the competition slot, and you have the nerve to say “I may have substitutes but I have no competition”…well you have started with the wrong foot. The chances of not having competition are the same as you becoming the next Elon.

The only way to achieve a position with less and less competition is to narrow your target audience.

Performing the exercise of getting to know deeply your target will unavoidably lead you to leave a lot of people out of your scope. But hat is fine.

You can’t know intimately everybody and you can’t serve exceptionally everybody.

First you will have to awe a very selected group of people, then with that leverage, you may expand your offer to adjacent groups of people, with real, tangible differences over your competitors.