Invest in different.

Because honestly.

It really is better to be different.

Than it is to be better.

Consumers.

Because consumers like to be surprised.

Consumers like to discover new things.

And consumers like to feel part of something interesting and fresh.

Something that stands out.

Something.

Well.

Just different.

Quality.

Quality is important of course.

So there’s definitely a place for ‘better’.

But don’t build a whole strategy around ‘better’.

Because it’s imprecise.

Because it’s a sliding scale.

Because it’s interpreted differently by different people.

Because it’s less emotional than ‘different’.

And because it can be beaten.

Choose Different.

Choose different.

Because if you are truly different.

That means you’re more likely to get noticed.

Which means you’ve at least got a chance of being remembered.

And that means you’ve at least got a chance of being chosen.

Invest in Different.

So honestly.

Invest in different.

Because it really is better to be different.

Than it is to be better.

4 Comments

  1. Avatar

    Spot on Michael- when someone or a company is or does something different it stays with the customer. They talk about it and share the experience many times over.
    Even if it isn’t perfect.

  2. Avatar

    Mychael,

    I love this piece and have just set up a business with the ‘better to be different” idea at its core. We can only strive to be the best and to keep on improving and being better than the competition. But, we can be deliberately different every single day in what, how and why we do what you.

    I know you are looking for some copywriting work so when I get things motoring a bit at Daylight, I will come back and ask you to do some work for us.

    In the meantime, I’m having our new office painted and on the wall in stencil I’m having written:

    “Invest in Different. Because it really is better to be different, than it is to be better.”
    Micheal Owen

    It’s also topping our strategy outline.

    Thanks,

    Fin

    • Mychael Owen

      This is flattering Fin.

      Thank you.

      As a ‘way of thinking’ it is great – it really is better to be different than it is to be better.

      Be careful though that – at they pointy end – customers don’t see you as compromising excellence in favour of novelty.

      I think you need a preamble for your stencil. My suggestion:

      ‘Excellence is table-stakes.

      Invest in Different.

      Because it really is better to be different, than it is to just be better.”

      Mychael Owen
      http://www.mychael.co.uk

      At least have a think about that. Or at least have a think about my thinking.

      I am advising at areas length here – and without the full story.

      So keep that in mind, too.

      M.

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