Pick the Right Comparison
A product can look average or undeniable based on what it’s compared to.
So the job isn’t “write better copy.”
It’s choose the frame where your strengths matter.
Slack didn’t sell “better email.”
It became “team chat,” and the market understood it fast.
Here are a few more clean case studies you can borrow.
Zoom
Zoom didn’t lead with “better video calls.”
It positioned around “it just works.”
That comparison wasn’t Skype vs Zoom features.
It was reliable meetings vs stressful meetings.
Dollar Shave Club
It didn’t try to outclass Gillette at “the best razor.”
It reframed the deal as “stop overpaying for blades.”
So the comparison became smart and simple vs overpriced and annoying.
That made the old category leader feel like a tax.
Notion
Notion didn’t pitch “better docs” or “better project management.”
It got traction as “one workspace.”
The comparison became one flexible tool vs five disconnected tools.
That frame sells relief, not features.
Airbnb
Airbnb wasn’t “another hotel.”
It was “live like a local.”
The comparison became a personal, unique stay vs a standard room.
And that changed what people valued.
If you want a quick rule.
Pick a comparison that makes the old option feel like the wrong job.
A simple idea to avoid getting lostlost in the sea of competition. Obviously Awesome by April Dunford (2019).
A product appears average or exceptional based on its frame of reference. Choose comparisons where your strengths matter most.
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