The document discusses how to differentiate yourself from competitors by being unique. It advises analyzing 1-3 competitors or attractive brands to determine who you want to emulate. Look at who your and the competitors' audiences are, the fears and dreams they address, their value propositions, missions, and values to find ways to "feel different" and stand out from competitors. The overall message is that being unique, true to yourself, and trusting will help you erase competition.

1. UNIQUENESS

2. BE
UNIQUE
ON YOUR
MARKET

3. Recognize him?

4. That's the "one of a kind"
Richard Branson ;)

5. BEING
UNIQUE
IS THE KEY TO
ERASE THE
COMPETITION

6. THERE IS
NO OTHER
AIRLINE COMPANY
LIKEVIRGIN AMERICA

7. BEING
UNIQUE
MEANS
BEING
TRUE

8. BEING
UNIQUE
MEANS
BEING
HUMAN

9. BEING
UNIQUE
MEANS
BEING
TRUSTWORTHY

10. IT'S EASIER
TO TRUST
A REAL PERSON

11. IT'S EASIER
TO TRUST
A REAL PERSON
THAN AN
ANONYMOUS
ENTITY

12. What are the competitors
you want to analyze?

13. CHOOSE 1-3
COMPETITORS
YOU NEED
TO DIFFERENTIATE
YOURSELF FROM

14. IF YOU DON'T
HAVE CLEAR
COMPETITORS
CHOOSE
1-3 ATTRACTIVE
BRANDS

15. REASONING
BY ANALOGY
CAN HELP
DETERMINE
WHO
YOU WANT TO
"FEEL LIKE"

16. What's their audience?

17. DO THEY SPEAK
TO THE SAME
HERO
I.E. CORE USER
AS YOU DO?

18. IF IT'S SLIGHTLY
DIFFERENT
FROM YOURS,
YOU HAVE A
BETTER CHANCE
TO STAND OUT.

19. What are the fears and dreams
they're addressing?

20. ARE YOU TAKING
YOUR USERS
ON THE SAME
JOURNEY
AS ANY COMPANY?

21. THAT'S ONE OF
THE KEYS
TO "FEEL
DIFFERENT"
FOR YOUR USERS

22. What's their main offer?

23. LOOK AT THEIR
VALUE
PROPOSITION
I.E. THEIR
TAGLINE

24. What's their mission?

25. LOOK AT THEIR
ABOUT
OR MANIFESTO
OR OUR STORY
SECTION

26. What are their values?

27. DO THEY GO
FOR THE
OBVIOUS
VALUES OF YOUR
MARKET?

28. NOW
DIVE
IN