Approach

Fear is a loser
— The Paradox of
Herd Mentality

How unique, recognized, and valuable could your brand be if you weren’t afraid to stand out from the crowd?

When standing out feels risky, it’s because of herd mentality.

We believe the safest place is in the middle of the herd.

But nothing could be further from the truth when it comes to building a brand that drives business growth.

Let me explain why.

At the core, we are driven by the fear of failure and criticism.

That naturally leads us to seek solutions that are both familiar and proven (familiarity bias).

When developing our brand, we look for the “answer sheet” to make sure we do it right, and we end up copying the most recognized brands in our industry.

But the answer sheet is false, because the only path to differentiation is to create something new and different.

It is fear that breeds the predictable brand, and it is courage that creates the incomparable brand.

my other approaches

How differentiation accelerates growth

Ready to grow – Take the test

Business Case for Brand Differentiation