Stop being compared.

Your product, your hooks, your landing page: duplicated in an afternoon. AI made copying close to free, so every business in a category now looks about the same at first glance.

When things look the same, customers do the only thing they can. They compare. A comparison usually has one winner per category, and it tends to be whoever is cheapest. That’s commoditization, and it’s now the default.

De-commoditize

To de-commoditize is to give people a reason to choose you that has nothing to do with the spec sheet. Not a better claim, but a different kind of thing: a story, a point of view, a face they recognise.

What can’t be copied

–Your history. Why you started, and what you got wrong along the way.

–Your opinions. What you’d tell a customer even if it cost you the sale.

–Your customers’ words. The exact way they describe the problem.

–Your taste. What you choose to leave out.

Where to start

Write down three things a competitor couldn’t honestly say about themselves. If you can’t find three, that is the work: keep digging until you can. Then say those things on video, again and again. Repetition is what turns a fact about you into the thing people know you for.

Be the obvious choice, not another copy.