Companies develop generic, ineffective messaging when trying to appeal to everyone, including hypothetical future personas. Real differentiation is a strategic choice to narrow your focus and clearly define who your product is *not* for.

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.

To stand out, marketers must take a sharp point of view. Autodesk's CMO advises creating "healthy tension" by opining on topics core to the brand's credibility. This avoids "toxic tension" from speaking on irrelevant issues, which leads to damaging blowback. Without tension, there is no greatness.

Conventional, consensus-driven marketing seems safe but ensures your brand never cuts through the noise. To stand out and create something differentiated, marketers must be courageous and fight against mediocrity, even if it feels riskier in the short term.

Receiving negative or controversial feedback on social media indicates your work is opinionated and differentiated enough to provoke a reaction. Rather than a failure, this is a sign of market impact and having a distinct point of view.

Gymshark's CMO explains their strategy is to be hyper-focused on their core gym audience, even if it alienates others. Quoting an article, he says the world needs more brands "willing to have enemies." This mindset prevents brand dilution and strengthens their identity by not trying to be everything to everyone.

Unlike previous eras focused on broad, mass-market appeal, today's winning marketing strategy builds and mobilizes deep, committed tribes of followers. This 'cult and tribe' approach, exemplified by Elon Musk, secures capital, customers, and talent by fostering a phalanx of true believers.

A brand that tries to please everyone is memorable to no one. To build a truly strong brand, you must be willing to be disliked by some. Intentionally defining who your customer is *not* and creating polarizing content sharpens your identity, fostering a passionate community among those who love what you stand for.

To foster deep loyalty, media brands should cultivate a sense of belonging that transcends mere content consumption. The goal is to make readers feel like they are part of an exclusive club or movement—an identity they are proud to associate with and share publicly.