Product StrategyEmerging Pattern

In boring industries, differentiate by doing the opposite of category norms

Commodity categories have established visual and operational norms that everyone follows. Deliberately break these norms to stand out. Use real people instead of models, show imperfection instead of polish, choose personality over professionalism. The goal is to be something for someone rather than everything for everyone. If you're not repelling 20% of people, you're probably too generic.

When to use

When entering crowded, boring, or commodity markets like bedding, banking, or insurance where all competitors look and act the same.

Don't do this

Following industry best practices and looking like every competitor. Being afraid to alienate anyone, resulting in bland positioning that resonates with no one.

2 Founders Who Did This

1
Sheets & Gigglesby Colin McIntosh

In bedding industry: uses friends as models instead of professionals, never irons sheets (everyone else does), creates chemistry-driven content. Philosophy: 'if it's been done before, I don't want it'

Result:Successfully differentiated in crowded bedding market, grew to $1.2M/month through personality-driven brand in commodity space
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2
Morning Brewby Alex Lieberman

Used humor, wit, and conversational language instead of formal reporting for business news, designed newsletter to fit completely on mobile screens

Result:42% open rates (nearly double industry average), created a loyal audience in a category dominated by dry incumbent media