Stop Trying to Be Everything—Winning Means Choosing a Single, Powerful Position
You might feel pressure to check every box and appeal to everyone—whether running for class president or launching a product. But the people you remember most in life usually stand for just one big thing. Consider a friend who almost always brings snacks to every get-together, slowly becoming the group’s go-to for surprises at every event. She isn’t trying hard to be everything—she shines by doing her thing consistently.
This principle scales to organizations and brands. Think of a sports shoe company that built its legend not as 'the best overall,' but on 'running shoes for real runners.' Or an online channel becoming the 'cozy book review stop,' not stretching across every genre. The result? Loyal fans who return again and again for that singular experience.
Psychologists and marketers call this 'differentiation'—the art of choosing a narrow but memorable place in someone’s mind. It’s rooted in the fact that most of us can only name a handful of options in any field, so a clear, strong association makes you easier to remember and refer.
Ask yourself today what you honestly do better or differently than most—be specific, even if it feels too unique. Then take five minutes to scan your field or group for gaps you can claim (think 'the only one who…'). Pick your lane, and don’t be afraid to own it out loud—in your bio, email signature, or next conversation. When you anchor every interaction to your chosen position, people start to remember you for it, and you stop wasting energy trying to please everyone. Try this out in the next week and watch how quickly people begin associating you with that niche.
What You'll Achieve
Clarity in your self-presentation, stronger recall among your audience, and a sense of alignment with your core strengths. Expect to attract the right opportunities and avoid the burnout that comes from chasing every possibility.
Pick and Own a Distinctive Niche or Attribute
Identify your current strengths and what makes you different.
List the unique qualities, features, or skills that genuinely set you or your offering apart—even if they seem small or quirky.
Research what gaps or 'holes' exist in your field.
Look for unclaimed positions (e.g., 'the fastest,' 'the friendliest,' 'the most affordable') that no one else owns or that everyone's ignoring.
Commit publicly to your chosen position.
Update your bio, signage, or introduction to reflect your distinctive claim—be consistent in every context.
Reflection Questions
- What’s one thing you already do differently than others?
- Which unclaimed gap best fits your interests or skills?
- How would it feel to double down on your distinctive trait?
- What opportunities might you unlock by narrowing your focus?
Personalization Tips
- In a crowded youth choir, one singer becomes known as 'the girl with the wildest high notes,' rather than trying to be just another soprano.
- A café differentiates by being 'the only pet-friendly patio on Main Street,' drawing people (and dogs) from all over town.
Positioning: The Battle for Your Mind
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