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Exploit your unfair advantage. How to stand out by using what you’ve got.Exploit your unfair advantage. How to stand out by using what you’ve got.
June 23, 2022

Exploit your unfair advantage. How to stand out by using what you’ve got.

Hey 👋🏼

Have you got a cousin with a great apartment or a friend who works for the army?

Sounds random, I know but these are things that could help your brand stand out.

They are what we call an Unfair Advantage — something you have that others don’t.

The image above is of protein bar brand Grenade at their first trade show. They wanted to make a stand-out first impression but had a small budget, so they reached out to a friend and managed to get hold of an old army tank. That should do it.

They stole the show. It would be hard to forget the brand that drove a tank into an exhibition space, wouldn’t it?

Now, I’m not saying you have to go and find a tank to make your brand stand out; in fact, chances are a tank would be completely irrelevant for your brand.

What I’m saying is, you have to find the things you’ve got that no one else does.

And use them!

So, here’s how to find and make the most of your unfair advantage(s)… 👇

How to find your unfair advantage(s)

You’ve got a great product idea and clarity on the brand you want to build, but how do you make sure you stand out?

  1. Identify the problem you have (can’t stand out at trade shows, customers ignore you on social media, you can’t seem to get other brands to agree to partnerships). Be specific; your unfair advantage won’t solve everything).
  2. Identify what you need to solve that problem (something to make a big impact at a trade show, somewhere to shoot better content for social media, someone with an existing relationship with another brand).
  3. Write down all possibilities, then order them in terms of stand-out-ability (yes, that’s a thing).

Now you’ve got a list of possible unfair advantages you can use to get attention for your brand. Next is how to use them…

How to use your unfair advantage(s)

This bit is trickier as it depends on what you've discovered, but here are a few things you can do…

  1. Start at the top of your list with the most stand-out advantage. Think about exactly how you’d like to use it to get attention for your brand.
  2. Make a plan before you contact anyone and think about what you can offer in return - if needed (it’s much easier to reach out to someone and ask for something very specific, with a potential offer in return, than it is to reach out with a vague idea).
  3. Make the call, send the email, do what you need to get the ball rolling.
  4. Identify how you will measure success.
  5. Get started on implementing your plan and measure the results. If it’s not working as you’d hoped, move on to the next item on your list (but make sure you give no 1. a proper chance).

So you’ve got your advantage and know how to use it.

Are you ready to make it happen?



Keep being an outlier 💪

J + K