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Why we picked it Looking like a generic SaaS is not neutral, it makes you forgettable, and this essay names why that happens and how to climb out. Neukom shows that sameness comes from copying category conventions and playing it safe, then lays out how to build a distinct point of view for a specific audience instead. Pair it with the India-first pieces: this tells you why to stand out, they tell you who to stand out for.
How to Differentiate Your Brand in a Sea of Sameness
From Northbound Brand by Samantha Temple Neukom
- Brands blur together because they borrow the same words and visual cliches, so blending in is a choice you can reverse.
- Real differentiation starts from a clear worldview and a specific audience segment, not from trying to appeal to everyone.
- Standing out shifts you off competing on price alone and toward being remembered and chosen.