"Different is better than better."

This quote is originally from Sally Hogshead, and it applies directly to building an audience for your product or services.

How many LinkedIn posts do you skip about:

SEO being dead...

focusing on benefits, not features...

why you need to create a new category...

AI killing a new tactic, department, or industry...

...or any of the other 20 constantly recycled ideas?

What stops the scroll are truly novel ideas...

But more specifically, they are ones that counter-act something we BELIEVED to be true.

Most generalized advice has good application in some scenarios but can be downright harmful in others.

The trick is to find places where the common wisdom DOESN'T apply and leads to issues and then build your POV around reversing this.

This is exactly what Robert Kaminski 🎯 and I did with Fletch.

Everyone had drunk the "benefits, not features" Kool-Aid to the point where their websites just listed business outcomes without ever saying what the heck the product actually DOES.

Others like Wes Kao and Amanda Natividad have had great success capturing mindshare by taking a commonly believed idea and showing why the opposite is true.

(Wes is actually the inspiration for this post and for our a large chunk of our content strategy at Fletch with her concepts of "Spiky Opinions" and "The Super Specific How").

If you're different, you'll have a much better chance at being remembered — and ultimately having your products or services purchased.