Everyone screams about “value.” Value, value, value.
But here’s the truth: value is only a minimum threshold. It’s the price of entry, not the prize for winning. If your product or service doesn’t deliver value, you’re not even in the game. But screaming about it? That’s like bragging you showed up to work clothed.
Necessary, but not remarkable.
The same trap shows up with “offers.” Everyone is shoving louder, shinier offers into the market as if the world is waiting for their next promo.
But you are not an advert. The louder you shout in a crowded room, the faster you disappear.
Take a look at the parade of “gurus” online. (Yes, even the ones with millions of views.)
Alex Hormozi on YouTube has become the poster boy of the offer game
His recent launch— despite a supposed $100M+ brand, the positioning doesn’t scream taste, class, or staying power.
It’s attention-grabbing, yes. But no, that wasn’t needed or tasteful.
Probably thought he was doing a Steve Jobs. But no Dude that wasn’t classy.
The first rule of becoming incomparable is simple:
👉 Stop thinking like others do.
Ask yourself:
Q. What is one problem in my service or product that no one else is talking about solving
Q. What is the biggest opportunity it unlocks once solved?
That’s where Category-of-One positioning begins.
Think of Steve Jobs:
The problem he obsessed over wasn’t “How do we sell more CDs?”
It was: “Why can a CD only hold 10 songs?”
Answer: a glorified USB drive.
But the opportunity? “10,000 songs in your pocket.”
That’s how the iPod became a Category-of-One.
Stop chasing the threshold.
Start unlocking the opportunity.
That’s how you become incomparable.
Build Your Own CO1 → If a spot is open, grab it here.
Work with me to Build Your CO1 — and the Revenue Foundation Beneath It. I don’t do cold calls — but reply, and we’ll speak soon.