Competing to be 'the best' is a crowded, zero-sum game. A superior strategy is to find a niche where you can be the 'only' one doing what you do. Pursue the ideas that only you appreciate, because that is where you will face no competition and can create your most authentic and valuable work.

Don't let the fear that "it's all been said before" stop you from creating. While the facts or tips you share may exist elsewhere, your personal story, experiences, and perspective do not. Your unique lens is your value proposition, allowing you to connect with an audience that needs to hear it from you.

The pursuit of pure originality is often a status game that leads to incomprehensible ideas. A more effective approach is to see originality as a new way to show people an old, constant truth. This re-frames innovation as a novel form of derivation, making it more accessible and relatable.

In markets saturated with similar product features, true differentiation comes from personality. Brands must find their "inner weird" and the human, universal truths that create an emotional connection, rather than focusing only on technical specs.

In a crowded market, your unique advantage isn't a single niche, but the intersection of several. Combining passions like "jigsaw puzzles" and "microbrews" creates a new, defensible category where you are the expert. Your true niche is the unique combination that makes up you.

The ultimate aim is not to achieve conventional success, but to fully express your unique self. This lifelong project is paradoxical: you cannot become unique by yourself. You need others—friends, family, customers—to reflect your authentic self back to you, helping you see who you are.

Conventional advice to 'niche down' forces entrepreneurs to hide parts of themselves. True brand differentiation and connection come from embracing the intersections of your varied interests (e.g., marketing + motherhood). Your range doesn't dilute your brand; it defines your unique positioning and attracts a loyal audience.

While AI can replicate content and strategy, it cannot replicate your unique voice, story, and perspective. The parts of yourself you're trained to hide—vulnerability, imperfection, emotion—are what make you magnetic and build lasting connections with an audience.

Your brand's core promise to your audience doesn't have to be about a specific subject. It can be a consistent personality trait, like enthusiasm or curiosity. This allows for more flexibility and authenticity as your interests evolve over time, preventing you from being pigeonholed into a narrow niche.