15 Category-of-One Shifts That Create Demand Where None Existed
CO1.57 - CO1.72
Yes… here is making up for the last 10 Weeks (not lost …. )
Most markets aren’t competitive.
They’re mentally exhausted.
Buyers don’t reject offers because they’re bad —
they reject them because they feel familiar.
Category-of-One isn’t about novelty for novelty’s sake.
It’s about changing the mental job the buyer believes they’re hiring you for.
Here are 15 CO1 shifts that do exactly that.
Here are 15 real CO1 shifts — each one turning a crowded lane into a new demand surface.
1. Insurance & Financial Planning
Context:
Most advisors sell protection, returns, or planning.
Clients hear paperwork and long conversations.
CO1:
Don’t sell insurance.
Sell future-proof calm.
The feeling that no matter what happens — this part of life is handled.
2. Chiropractors & Physical Therapy
Context:
Clinics sell pain relief, adjustments, and recovery plans.
People assume temporary relief.
CO1:
Don’t sell pain relief.
Sell regaining trust in your body.
When people stop fearing movement, loyalty follows.
3. Brand Strategy
Context:
Brand strategists sell identity, story, and visuals.
Founders feel it’s “nice to have.”
CO1:
