Quote from James A.Hart on July 17, 2025, 12:08 am

When you’re creating a product for a specific audience, being different matters more than being better.

A common mistake many marketers make—especially in their early days—is trying to build something objectively superior. Better ingredients. Better packaging. Better performance.

But here’s the truth: “better” is vague. It’s hard to define, and even harder to prove. And most customers aren’t comparing feature by feature. They’re asking a much simpler question:

“Is this for me?”

If your product feels like it was made specifically for them, they’ll buy it—even if it’s not technically the best option on the market.

It’s Not About the Product. It’s About the Person.

Your goal is not to create the best product overall. Your goal is to make a product that feels personal, relevant, and specific to the person you’re serving.

That’s why difference is more powerful than superiority.

For example, let’s say you’re building a protein supplement brand. Instead of trying to compete with big names by promising “better muscle recovery” or “faster results,” you could focus on making a protein powder just for moms who do CrossFit.

The formula doesn’t need to be revolutionary. The key is that the packaging, messaging, and overall feel of the brand makes it clear: this was made for you.

The Power of Perceived Relevance

In most markets, people are already buying products. The problem isn’t that the products are bad—it’s that none of them feel like a perfect match for the person’s identity.

This creates a massive opportunity.

You don’t have to change the product. You just need to present it in a way that speaks directly to your ideal customer.

That could mean:

• Adjusting the language on your landing page.
• Choosing a visual style that aligns with your customer’s lifestyle.
• Sharing a relatable origin story that mirrors your customer’s experience.

Sometimes, the only difference is positioning—but that’s more than enough.

Summary: Build for Someone, Not Everyone

Trying to be better than everyone else is exhausting—and unnecessary. Instead, choose someone to serve, understand what they already buy, and build a product line that feels different because it’s made for them.

In short:

Different is better than better.

That’s not just a mindset shift. It’s a strategy.