Sk Positioning

Startup Positioning

Market positioning strategy that produces a complete positioning document, Moore + Neumeier positioning statements, competitive alternatives map, and market category analysis. Built on April Dunford's framework, enriched with JTBD discovery and stress-tested with Neumeier's Onliness Test.

How It Works

INTAKE -> RESEARCH (2 parallel waves) -> POSITIONING SYNTHESIS

The process: understand the product and its customers, research competitive alternatives and market context, then build positioning through Dunford's 5+1 components. Typical runtime: 10-15 minutes in Claude Code (parallel agents), 20-30 minutes in Claude.ai (sequential).

Language

Default output language is English. If the user writes in another language or explicitly requests one, use that language for all outputs instead.

Setup

Use the intake phase to pull the minimum prior context and then choose the research depth.

Mode Selection

This skill supports mode=quick, mode=standard, or mode=deep in slash-command args.

• quick (10-15 min): fast positioning pass with statement draft + alternatives snapshot.
• standard (30-60 min): default path using the current Dunford-oriented workflow.
• deep (1-2+ hours): full research depth plus expanded JTBD and category strategy analysis.

If no mode is passed, default to standard. Use references/mode-contracts.md for exact deliverable contracts per mode.

Phase 1: Intake

Short and focused -- 1-2 rounds of questions. The goal is enough context to research alternatives and build positioning.

Check for Prior StartupKit Session

Before asking questions, ask the user for their session name, then check for prior phase data:

From Phase 2 (Niche):

• workspace/sessions/{name}/02-niches.md -- Gold niche (Person, Problem, Promise)

From Phase 3 (Competitors):

• workspace/sessions/{name}/03-competitors.md -- Competitive research summary
• workspace/sessions/{name}/03-competitors/competitors-report.md -- Full strategic analysis
• workspace/sessions/{name}/03-competitors/battle-cards/ -- Per-competitor battle cards
• workspace/sessions/{name}/03-competitors/pricing-landscape.md -- Pricing analysis

If 02-niches.md exists, extract the Gold Niche (Person, Problem, Promise) and any scoring data.

If 03-competitors.md exists, extract:

• Key competitors and their strengths/weaknesses
• Pricing landscape (market price range, value metrics, whitespace)
• Strategic opportunities and risks
• If 03-competitors.md contains a "Moat Durability Assessment" section, extract moat types and durability ratings — use these to identify positioning angles that exploit competitors' eroding moats
• If 03-competitors.md contains a "GTM Whitespace" section, extract underexploited channels — use these to inform the positioning strategy's channel differentiation

If battle cards exist, read them to seed the competitive alternatives map.

Tell the user: "I found your Gold niche and competitive research from prior phases. I'll use this as the starting point for positioning: [Person] who [Problem], with [X] competitors mapped."

If 03-competitors.md does not exist, tell the user: "For the strongest positioning, consider running /sk-competitors first. But we can proceed with what we have."

If no prior data exists at all, fall back to the intake questions below.

What to Ask (if no prior data exists)

Round 1 -- Core context:

• What's your product? (one sentence is fine)
• What problem does it solve and for whom?
• What do your customers do today instead of using you? (alternatives, workarounds, doing nothing)
• Who are your best existing customers? (if any -- describe them, not demographics)

Round 2 -- Sharpening (only if needed):

• How is your product different from the alternatives you mentioned?
• Have you tried positioning before? What didn't work?
• Are there competitors you're often compared to?

Don't over-interview. If the user gives a clear description upfront, move to research. The positioning process itself will surface what matters.

Phase 1.5: Research Depth Assessment

After intake, assess market complexity and present the Research Depth recommendation to the user.

Reference: Read references/research-scaling.md for the complexity scoring matrix, tier definitions, wave configurations, and the user communication template.

Process

1. Score three factors from the intake: market breadth (1-3), known competitors (1-3), geographic scope (1-3)
2. Sum the scores (range 3-9) and map to a tier: Light (3-4), Standard (5-7), Deep (8-9)
3. Present the Research Depth table to the user (see research-scaling.md for the exact template)
4. Wait for user response: light, deep, or ok to accept the recommendation
5. Record the selected tier

The selected tier determines the number of agents per wave and search rounds per agent in Phase 2. See research-scaling.md for exact wave configurations per tier.

Phase 2: Research

Two parallel research waves exploring competitive alternatives and market context. Together they provide the raw material for Dunford's 5+1 positioning components.

Environment Detection

Check if the Agent tool is available:

• Agent tool available (Claude Code): Spawn all agents within each wave in parallel. This is faster.
• Agent tool NOT available (Claude.ai, web): Execute research sequentially, following the same templates. Same depth, just slower.

Web Search

This skill requires WebSearch for real data. If WebSearch is unavailable or denied, fall back to Knowledge-Based Mode: use training data, mark all findings with [Knowledge-Based -- verify independently], and reduce confidence ratings by one level.

Reference: Read references/research-principles.md before starting any wave. It defines source quality tiers, cross-referencing rules, and how to handle data gaps.

Wave 1: Competitive Alternatives & Customer Context

Reference: Read references/research-wave-1-alternatives.md for agent templates.

Two agents (or two sequential blocks):

A1: Alternative Mapping (JTBD Lens) -- Map ALL competitive alternatives, not just direct competitors. Include: direct competitors, adjacent tools competing for the same budget, manual processes, spreadsheets, hiring someone, doing nothing / status quo. For each: what job does the customer hire it for, where does it fall short, what triggers switching? The goal is the full set of things your product replaces.

A2: Customer Intelligence -- Mine voice-of-customer data: reviews, forums, communities. Extract: pain points with current alternatives, exact language customers use, what "better" means to them, best-fit customer profile (who gets the most value fastest), switching triggers (what makes someone finally change). Build a language map -- the words customers use to describe their problem and desired outcome.

Wave 2: Market Frame & Trends

Reference: Read references/research-wave-2-market-frame.md for agent templates.

Two agents (or two sequential blocks):

B1: Market Category Analysis -- Identify 3-5 candidate market categories. For each: what do buyers expect from this category, who are the leaders, what's the competitive dynamic, how mature is it? Apply Dunford's category types: head-to-head (existing category), big fish/small pond (subcategory), or category creation. Assess which frame makes your unique strengths matter most.

B2: Trend & Timing Analysis -- Identify relevant trends: technology shifts, behavioral changes, regulatory moves. For each: is it real or hype, how does it affect buyer expectations, does it make your positioning stronger or weaker? Assess timing -- are you early, on-time, or late to the trend? Only include trends that genuinely change how buyers evaluate solutions.

Post-Research Checkpoint

After both waves complete, before synthesis, briefly present what the research found to the user: the competitive alternative landscape (how many direct, adjacent, status quo), the strongest customer pains, and the most promising category candidates. Ask: "Does this align with your expectations? Anything to adjust before I synthesize the positioning?"

Keep it to one message -- this is a quick alignment check, not a full report.

Phase 3: Positioning Synthesis

Reference: Read references/research-synthesis.md for synthesis protocol and Dunford process details.

After the checkpoint, build positioning through Dunford's 5+1 components in order. The sequence matters -- each step builds on the previous.

The 5+1 Components

1. Competitive Alternatives -- From Wave 1. What would customers use if your product didn't exist? This is the anchor -- positioning is always relative.

2. Unique Attributes -- What do you have that the alternatives lack? Be specific and honest. Features, architecture, team expertise, business model, speed -- anything defensible.

   PAUSE -- User Input Required. Present the research-derived attributes to the user. Ask them to confirm, add, or remove before proceeding to Value Themes. The founder knows capabilities that research can't surface.

3. Value Themes -- Translate each unique attribute into a customer outcome. Attribute -> "so what?" -> value. Group related attributes into 2-3 value themes. Use customer language from Wave 1's language map.

4. Best-Fit Customers -- From Wave 1 customer intelligence. Who cares most about your value themes? Define by characteristics that make them care, not demographics. These customers should be reachable, recognizable, and willing to pay.

5. Market Category -- From Wave 2. Choose the category frame that makes your value obvious. Present 3-5 options with trade-offs. Recommend one. The right category triggers the right buyer expectations.

6. Trend Overlay (optional) -- From Wave 2. Only include if a genuine trend makes your positioning stronger. Forced trend alignment is worse than none.

Validation

Two stress tests before finalizing:

Neumeier Onliness Test:

Basic form:

"Our [product] is the only [category] that [differentiator]."

Extended form (6 elements -- WHAT/HOW/WHO/WHERE/WHY/WHEN):

"Our [product] is the only [category] that [differentiator] for [target] who [need] in [context]."

If you can't fill the basic form convincingly -- if "only" feels like a stretch -- the positioning is too weak. Iterate.

Ries/Trout Mental Ladder:

• Is it simple enough to remember?
• Does it claim one clear rung?
• Is that rung available (not owned by a competitor)?
• Can you explain it in one sentence?

If either test fails, revisit the 5+1 components. Don't ship weak positioning.

Founder Positioning Wisdom

Convene the Competitive Strategy Board for real-world category creation and positioning examples. When testing the Onliness Statement, use the Board's collective counsel:

• "Edwin Land didn't call Polaroid a 'camera company.' He created 'instant photography.' Does your category frame make your value that obvious?"
• "Koenigsegg positioned against supercars through hypercar exclusivity -- a category of one. Can you own a category this completely?"

When helping the user choose between positioning options, reference how specific founders made similar choices and the outcomes that followed.

Output Files

Every deliverable file must start with a standardized header: # {Title}: {product} followed by *Skill: sk-positioning | Generated: {date}*. Every deliverable must end with Red Flags, Yellow Flags, and Sources sections (see templates in references/research-synthesis.md).

workspace/sessions/{name}/04-positioning/positioning-doc.md -- The main deliverable:

• Executive summary (positioning in 3 sentences)
• The 5+1 components with supporting evidence
• Strength assessment per component (Strong / Moderate / Needs Work)
• Strategic recommendations and next steps
• Data gaps & limitations

workspace/sessions/{name}/04-positioning/positioning-statement.md -- Statements and messaging:

• Moore template: "For [target] who [need], [product] is a [category] that [benefit]. Unlike [alternative], we [differentiator]."
• Neumeier Onliness Statement (basic + extended)
• Elevator pitch (30-second version)
• Tagline candidates with stress-tested "Possible Misread" column
• One-liner variants for different channels (GitHub, marketplace, social, elevator)
• Freemium positioning (if applicable)

workspace/sessions/{name}/04-positioning/competitive-alternatives.md -- Complete alternatives map:

• All alternatives (direct, adjacent, manual, status quo)
• Per alternative: job hired for, strengths, shortcomings, switching triggers
• Your unique attributes vs. each alternative

workspace/sessions/{name}/04-positioning/market-category-analysis.md -- Category strategy:

• 3-5 candidate categories with buyer expectations
• Category type assessment (head-to-head / subcategory / creation)
• Recommendation with reasoning
• Implementation (category label, tagline direction, buyer expectation alignment)
• Red flags and yellow flags

workspace/sessions/{name}/04-positioning/messaging-implications.md -- Bridge from positioning to copy:

• Messaging hierarchy (what to communicate first, second, third)
• Category label (exact phrase to use everywhere)
• Value anchor (what to compare value to, separate from category)
• Customer language vs. category language map (which words are customer verbs, which are category nouns)
• Words to use / avoid
• Social proof guidelines
• Freemium positioning (if applicable)

Raw Data

Each agent saves its raw output to workspace/sessions/{name}/04-positioning/raw/. The synthesis phase reads these raw files and produces the polished deliverables above. Agents must NOT write directly to deliverable paths -- raw and synthesized output are separate.

Raw research files:

• alternative-mapping.md
• customer-intelligence.md
• market-categories.md
• trends-timing.md

Summary File

After completing synthesis, generate a summary file at workspace/sessions/{name}/04-positioning.md containing:

• Positioning (3-Sentence Summary): Concise positioning overview
• Positioning Statement (Moore): For [target] who [need], [product] is a [category] that [benefit]. Unlike [alternative], we [differentiator].
• Onliness Statement (Neumeier): Our [product] is the only [category] that [differentiator].
• Market Category: Category name + type (Head-to-head / Subcategory / Category creation)
• Value Themes: 2-3 numbered value themes
• Best-Fit Customer: Characteristics-based description
• Elevator Pitch (30 seconds): Ready-to-use pitch
• Full Deliverables: Links to files in 04-positioning/ subdirectory

This summary file is what downstream phases (offer, leads, pitch) will read. Keep it concise.

Phase 3.5: Research Verification

After all positioning deliverables are written, run a verification pass.

Reference: Read references/verification-agent.md for the full verification protocol, universal checks, and skill-specific checks.

Process

1. Spawn agent V1: Verification -- it reads all deliverable files and checks for: unlabeled claims, internal contradictions, confidence rating consistency, missing data gaps, missing flags, stale data, and duplicate-source false corroboration
2. V1 also runs startup-positioning-specific checks: positioning statement vs. research data, JTBD vs. customer intelligence, cross-deliverable coherence, validation test integrity
3. V1 produces workspace/sessions/{name}/04-positioning/verification-report.md
4. If Critical issues found: Pause and present issues to the user. Ask: fix first, or proceed as-is?
5. If only Warnings/Info: Show one-line summary

In Claude.ai or when Agent tool is unavailable, run the verification checks yourself in the main conversation following the same protocol.

Honesty Protocol

Reference: Read references/honesty-protocol.md for full protocol and anti-pattern details.

Positioning is only useful if it's honest. Core rules apply (label claims, quantify, declare gaps), plus positioning-specific additions:

1. No aspirational positioning. Position on what you ARE, not what you hope to become. Aspirational positioning crumbles at first customer contact.
2. Challenge "we're unique." The Onliness Test must be genuinely convincing. If it reads like marketing fluff, iterate.
3. Research wins over narrative. When customer data contradicts internal beliefs about positioning, the data wins.
4. Flag category creation risk. Most startups can't afford to educate a market. Default to existing categories unless the evidence is overwhelming.

See references/honesty-protocol.md for the full anti-pattern table (7 entries) and detailed protocol.

Reference Files

Read only what you need for the current phase.

Save & Next

1. Save the main summary to workspace/sessions/{name}/04-positioning.md.
2. Save full deliverables to workspace/sessions/{name}/04-positioning/ directory.
3. Update frontmatter in workspace/sessions/{name}/00-session.md (see skills/startupkit/references/session-state-protocol.md):
   • Set phases[id=4].status: complete
   • Set session.activePhase: 5
   • Set session.nextPhase: 5
   • Set session.updated: [YYYY-MM-DD]
   • Keep the markdown "Positioning" section in sync:
     • Positioning Statement: [Moore template one-liner]
     • Market Category: [category name]
4. Tell the user: "Positioning complete! Your position: [Moore statement]. When you're ready, run /sk-offer to build your Grand Slam Offer informed by this positioning."

Domain Expert Boards

Competitive Strategy Board

Members: Jeff Bezos, Sam Walton, Naval Ravikant, Richard Branson, David Ogilvy, Bernard Arnault, MrBeast Domain: Moats, differentiation, competitive response, category creation

Jeff Bezos's Position:

"I constantly remind our employees to be afraid, to wake up every morning terrified, not of our competition, but of our customers." Bezos made customer obsession Amazon's single animating principle. Application: Orient every product decision around what the customer cannot get anywhere else.

Richard Branson's Position:

[From Virgin philosophy] Brand as moat — challenger positioning entering dominated markets. Branson enters crowded markets with brand energy and challenger narrative. Application: Your brand is a moat if it stands for something distinctive.

David Ogilvy's Position:

"Gentleman with brains and clients only first-class business and that in a first-class way." Ogilvy defined explicitly what kinds of customers he would not serve. Application: Define what you will NOT do. The work you say no to shapes positioning.

Naval Ravikant's Position:

[From Naval's moat framework] Specific knowledge, leverage, and judgment as moats. Naval argues specific knowledge (something you know deeply) is the true moat. Application: Build specific knowledge that's hard to transfer.

Board Tensions:

• Bezos (obsess over customers, ignore competitors) vs Walton (study every competitor) — customer-first vs. competitor-intimate
• Branson (enter crowded markets) vs Thiel (find markets with no competition) — challenger vs. category creator

Storytelling & Persuasion Board

Members: Steve Jobs, David Ogilvy, Oprah Winfrey, Richard Branson, Arnold Schwarzenegger, Aristotle Onassis, Anna Wintour Domain: Pitching, narrative, brand communication, fundraising

Steve Jobs's Position:

[From Jobs] Reality distortion field — presenting vision so compelling it becomes self-fulfilling. Jobs presented Apple's future with such conviction that it became reality. Application: Present your vision with absolute conviction.

David Ogilvy's Position:

"The more hard facts you include in your copy, the more believable it becomes." Ogilvy argues specificity creates believable differentiation. Application: Differentiate through concrete, testable claims.

Eliminate every layer between you and the customer

Founder: "Edwin Land" | Episode: "Edwin Land (Polaroid vs Kodak)"

"I knew then I would never go into a commercial field that put a barrier between us and the customer."

Context: Early in his career, Land made a deliberate decision to only build businesses where he could sell direct to the end user. He believed intermediaries diluted both the product signal and the customer relationship. Application: Prefer direct distribution channels; when a channel partner is unavoidable, build a complementary direct relationship (community, email list, events) to maintain unmediated customer access.

Proximity to the customer is a durable competitive advantage

Founder: "Sam Zemurray" | Episode: "Sam Zemurray (The Banana King)"

"There is no problem you can't solve if you understand your business from A to Z."

Context: Zemurray built his early banana business by personally riding railroads to see which grocers were underserved, cutting deals himself. While United Fruit managed from corporate distance, Sam was always in the market. This closeness drove better pricing, fresher product, and faster response to spoilage. Application: In B2B or distribution businesses, resist the urge to centralize sales too early. Keep founders or senior operators in direct customer contact longer than feels comfortable.

Obsess over customers, not competitors

Founder: "Jeff Bezos" | Episode: "Jeff Bezos's Shareholder Letters: All of Them!"

"I constantly remind our employees to be afraid, to wake up every morning terrified, not of our competition, but of our customers."

Context: Bezos made customer obsession Amazon's single animating principle. He told employees to wake up every morning "terrified, not of our competition, but of our customers." Application: When defining your market position, orient every product decision around what the customer cannot get anywhere else rather than reacting to what a competitor just shipped.

First-class work only, in a first-class way

Founder: "David Ogilvy" | Episode: "David Ogilvy (The King of Madison Avenue)"

"Gentleman with brains and clients only first-class business and that in a first-class way. Both later became part of Ogilvy's agency's Creto."

Context: Ogilvy took his grandfather's advice to study J.P. Morgan and adopted Morgan's criteria for partners — "gentleman with brains and clients; only first-class business and that in a first-class way" — as the founding credo of Ogilvy & Mather. Application: Define explicitly what kinds of clients or customers you will not serve, even if they are willing to pay. The work you say no to shapes your positioning more than the work you take on.

Customers first, employees second, shareholders third

Founder: "Jack Ma" | Episode: "Alibaba: The House That Jack Ma Built"

"Customers first, employees second, and shareholders third. Jack describes this as Alibaba's philosophy."

Context: Jack Ma's most-repeated business philosophy — known by heart by every Alibaba employee — was this explicit priority ordering. He described it as his religion, not just a policy. It drove every major product and pricing decision, including offering most Alibaba services for free to merchants. Application: Write down your stakeholder priority order explicitly. When facing a decision where the interests of customers, employees, and shareholders conflict, the explicit ordering resolves it without a meeting. Ambiguity in priority always resolves in favor of whoever has the most power in the room.

Humanistic Capitalism—Profit in Service of Human Dignity

Founder: "Brunello Cucinelli" | Episode: "#289 Brunello Cucinelli"

"It is the life of a peasant who imagined and eventually fulfilled an entrepreneurial and humanistic dream that is well received, if not loved, in many parts of the world."

Context: Cucinelli built his cashmere empire in the medieval village of Solomeo, Italy, explicitly rejecting the view that business success must come at the expense of workers' dignity. He paid above-market wages, restored the village, and built a theater and school—because he believed that people who feel respected produce better work. Application: Position your company's culture and compensation as a competitive advantage, not just an ethical obligation. Teams treated as partners rather than resources produce higher-quality outputs, lower turnover, and stronger company identity.

Build in a Place That Reflects Your Values

Founder: "Brunello Cucinelli" | Episode: "#289 Brunello Cucinelli"

"This is not a typical place to build a luxury brand. But the village became the brand."

Context: Cucinelli chose to build his company's headquarters in a tiny medieval village rather than a major fashion capital. The environment shaped the company culture, the product quality, and the brand story. The village became the product's identity. Application: Your company's physical environment, team composition, and daily rituals communicate your values to employees and customers before any marketing campaign does. Build the culture you want to project from day one.

Unconventional Attitudes and Practices as a Sustained Advantage

Founder: "Sidney Harman" | Episode: "#229 Sidney Harman (Founder of Harman Kardon)"

"Surprisingly, perhaps in today's world, it does so while generating solid profits and consistent growth."

Context: Harman explicitly attributes Harman International's success to "unconventional attitudes and practices"—his refusal to manage by conventional business school norms. He treated employees as intellectual partners, created unusual working environments, and invested in culture as a business asset. Application: If your industry has strong norms around how companies are managed and how employees are treated, breaking those norms thoughtfully can be a durable source of talent attraction and retention advantage—especially in industries competing for scarce technical talent.

Never Compete on a Product Nobody Needs—Build What You Believe In

Founder: "Yvon Chouinard" | Episode: "#60 Yvon Chouinard: What We've Learned from Patagonia's First 40 Years"

"When I die and go to hell, the devil's going to make me the marketing director for a COLA company. I'll be in charge of trying to sell a product that no one needs, is identical to its competition, and can't be sold on its merits."

Context: Chouinard opens with a damning description of competing in a market of undifferentiated commodities: selling something identical to competitors on price, distribution, and advertising. He describes this as his personal vision of hell—and it clarifies exactly what Patagonia was built to avoid. Application: Before choosing a market, ask whether you can genuinely differentiate on product merits or whether you will be forced into a commodity competition on price and distribution. The second type of competition is winnable only through scale—which kills quality and destroys founders.

Repetition is persuasive—identify your principles and repeat them relentlessly

Founder: "Jeff Bezos" | Episode: "Jeff Bezos Shareholder Letters"

"A main theme of the shareholder letters is the fact that repetition is persuasive. Almost all of history's greatest founders identified a handful of principles that were important to them and they constantly repeated that decade after decade."

Context: Bezos attached the original 1997 shareholder letter to every subsequent letter for over 20 years. He described this as the founding document of Amazon's philosophy—a signal that the principles do not change and must be internalized by everyone. Application: Identify 3–5 non-negotiable principles for your company. State them publicly, attach them to every major communication, and resist the temptation to add new ones when strategy shifts.

The producer depends for prosperity on serving people—and they will eventually leave a producer who doesn't

Founder: "Henry Ford" | Episode: "Henry Ford's Autobiography"

"He may get by for a while serving himself, but if he does, it will be purely accidental. And when the people wake up to the fact that they are not being served, the end of that producer is in sight."

Context: Ford warned that producers who serve themselves rather than customers may have temporary success but will wake up one day to find customers gone. He compared this to Bezos's "wake up every morning terrified of your customers" philosophy decades later. Application: Map every product decision to a customer outcome. When you find a feature or service that exists for internal convenience rather than customer value, treat it as a structural weakness.

Differentiate or Disappear — Rules Exist to Be Broken

Founder: "Rick Rubin" | Episode: "#409 The Creative Genius of Rick Rubin"

"Rules direct us to average behaviors. If we're aiming to create works that are exceptional, most rules don't apply. Average is nothing to aspire to. The goal is not to fit in. If anything, it's to amplify your differences."

Context: Rubin frames conventional rules as guardrails toward average. The artists who define generations are those who live outside the boundaries and amplify their differences. Application: In any crowded market, identify the one industry convention that everyone follows but nobody questions. Building against that convention is the fastest path to memorable positioning.

Define the Single Common Goal and Repeat It Until It Is Internalized

Founder: "MrBeast (Jimmy Donaldson)" | Episode: "#366 Mr. Beast Leaked Memo"

"Your goal here is to make the best YouTube videos possible. That's the number one goal of this production company. Everything we want will come if we strive for that."

Context: Jimmy's memo opens by asserting that the entire company's purpose is one sentence: make the best YouTube videos possible. Not the funniest, not the highest quality, not the most produced — the best YouTube videos. Every decision filters through this single constraint. Application: A startup without a crystallized common goal drifts. Write your company's version of this sentence — not a mission statement with five values, but one measurable objective that every employee can use to make a decision in the moment. Post it everywhere.

Differentiate so completely that comparison becomes irrelevant

Founder: "Jimi Hendrix" | Episode: "Jimi Hendrix"

"I like to be different."

Context: Hendrix's entire rise was built on being unlike anything before him. He told his band members "I like to be different" and designed every element of his act—sound, look, performance—to be inimitable. Application: Don't compete on the same dimensions as incumbents. Make the comparison category itself obsolete by doing something no one else is doing.