Is it that simple?

Is saying the opposite that simple?

As Germans like to say: “Jein” (yes and no).

Finding what everybody else is saying and see the trend is simple, but it takes research (time, effort, criteria, pattern-matching…).

Saying the opposite to what everybody else is saying is in a certain way “contrarian”, yet the key is not to be “contrarian” for the sake of it.

Saying the opposite is finding what’s your perspective. To make a comparison (sorry, “category creation”) in the category, so that you can frame the context.

It’s saying what the rest of the market does, how they do it, and what’s in it for them and for your customers.
And how you do it in a different way, so that your customers see what’s in it for them —not necessarily for you.

If you’re selling “value”, “experiences”, “solutions”, “insights”, make them tangible and concrete.

That is, if you want to stand out. (: