Hello Subscriber.

Don’t waste your time chasing the horizon.

Your audience will never see your brand as one-of-a-kind.

The phrase ‘Unique Selling Point’ was coined by ad executive Rosser Reeves in 1961. This is him (all fierce-looking).

But sixty years later, USPs don’t exist.

Brands can be distinctive—but rarely, if ever, unique.

Oh, so you’re like Andrex, but made from bamboo?
Like HSBC, but only on a smartphone?
So like E.ON, but with better customer service?

The skill isn’t in claiming uniqueness. It’s showing how you’re better, more useful, or simply different.

In a sea of blues, blacks, and reds, being bright coral is distinctive.

Don’t play safe. Do the hard work to stand out.

Be distinctive. Not unique.

Why It Matters Podcast. Episode 23

Why Legitimation Matters.

Starting a business is exhilarating. Staying in business is harder.

Last year, nearly 40,000 businesses launched.
But 20% won’t make it past year one.

So how do you stand out in a crowded, sceptical world?

Enter Dr. Norman Fraser, a seasoned entrepreneur with a knack for successfully navigating the business landscape.

Listen in as we discuss the concept of legitimation - the process of moving a groundbreaking idea from the margins to the mainstream.

If you're a trailblazer in the startup realm or eager to challenge conventions and carve your niche in the market, this conversation is for you.

Saw this. Thought of you.

Expressionism, Photography and Reinvention.

Last summer, Tate Modern hosted an exhibition on Expressionism, the early 20th-century art movement that shattered conventions.

Kandinsky, Münter, Kollwitz, and Marc threw out realism. They painted with bold, unnatural colours and let music guide their work.

So why the radical shift?

A new technology had emerged: photography.

With cameras capturing perfect detail, artists asked: “What’s the point of painting anymore?”

Their answer? Don’t compete—evolve.

Expressionists used photography as a springboard for new forms of creativity, crafting work that was bold, emotional, and unlike anything before.

What’s your marketing competing with? Maybe the answer isn’t to fight harder—but to reinvent the game.

Stay focused.
Michael