Imagine you\u2019re on a dating app.<\/p>\n\n\n\n
Two profiles pop up (pick a camp):<\/p>\n\n\n\n
Tom: \u201cI\u2019m 6’2″, love hiking, and have a great sense of humour.\u201d<\/p>\n\n\n\n
Emily: \u201cI\u2019m a yoga enthusiast, foodie, and passionate about sustainability.\u201d<\/p>\n\n\n\n
If finding a match worked the way some people (won’t name them, but you’ll know) think it does, you\u2019d compare every detail\u2014height, hobbies, interests.<\/p>\n\n\n\n
Maybe you\u2019d even make a spreadsheet.<\/p>\n\n\n\n
On paper, one would emerge as the \u201clogical\u201d choice.<\/p>\n\n\n\n
But that\u2019s not how humans make decisions.<\/p>\n\n\n\n
Even if the facts align perfectly, a little voice says, “Something doesn\u2019t feel right.” It\u2019s why you\u2019ve probably walked away from someone who \u201clooked good on paper.\u201d<\/p>\n\n\n\n
Because when it comes down to it, what we\u2019re really looking for is resonance:<\/p>\n\n\n\n
\ud83d\udc49\ud83c\udffc Who are they at their core?<\/p>\n\n\n\n
\ud83d\udc49\ud83c\udffc Does who they are align with who I am?<\/p>\n\n\n\n
\ud83d\udc49\ud83c\udffc Do I see myself in the world they\u2019re inviting me into?<\/p>\n\n\n\n
Now imagine Tom saying, \u201cI\u2019m funnier than Brian, taller than your ex, and objectively great at planning dates.\u201d<\/p>\n\n\n\n
Creepy, right? Even if you believe him, you won\u2019t feel connected.<\/p>\n\n\n\n
Trying too hard projects scarcity, and scarcity kills connection.<\/p>\n\n\n\n
We don\u2019t want \u201cbetter.\u201d<\/p>\n\n\n\n
We want right.<\/p>\n\n\n\n
Wait.<\/p>\n\n\n\n
We\u2019re talking about positioning.<\/p>\n\n\n\n
Shocker, I know.<\/p>\n\n\n\n
Most brands act like Tom, shouting about features and benefits:<\/p>\n\n\n\n
\u201cWe\u2019re faster.\u201d<\/p>\n\n\n\n
\u201cWe\u2019re cheaper.\u201d<\/p>\n\n\n\n
\u201cWe\u2019re better.\u201d<\/p>\n\n\n\n
And then they wonder why customers don\u2019t connect.<\/p>\n\n\n\n
People don\u2019t choose based on spreadsheets or pro-con lists.<\/p>\n\n\n\n
They choose based on who you are.<\/p>\n\n\n\n
Volvo doesn\u2019t compare crash test scores.<\/p>\n\n\n\n
Volvo is safety.<\/p>\n\n\n\n
Red Bull doesn\u2019t market taste.<\/p>\n\n\n\n
Red Bull is human potential.<\/p>\n\n\n\n
Tesla doesn\u2019t sell on battery range.<\/p>\n\n\n\n
Tesla is the future of transport.<\/p>\n\n\n\n
It\u2019s not about being better\u2014it\u2019s about being the ONLY.<\/p>\n\n\n\n
When brands\u2014or people\u2014try to prove their worth, they project scarcity.<\/p>\n\n\n\n
They might get polite consideration, but they\u2019ll never inspire loyalty.<\/p>\n\n\n\n
People don\u2019t want to settle for a logical choice.<\/p>\n\n\n\n
They want to feel, \u201cI didn\u2019t have to choose this\u2014I got to.\u201d<\/p>\n\n\n\n
The ones who win exude abundance.<\/p>\n\n\n\n
They stand confidently in their identity, inviting others into a world that feels inevitable.<\/p>\n\n\n\n
Stop shouting about why you\u2019re better.<\/p>\n\n\n\n
You’re trying too hard, and everyone can tell.<\/p>\n\n\n\n
Start asking, “Who are we, and what do we make people feel?”<\/p>\n\n\n\n
Because at the end of the day, it\u2019s not about being better.<\/p>\n\n\n\n
It\u2019s about being YOU.<\/p>\n\n\n\n
(Also, Mufasa says the same to Simba, “Remember who you are.”)<\/p>\n\n\n\n
P.S.\u2014 I’m single.<\/p>\n","protected":false},"excerpt":{"rendered":"
Imagine you\u2019re on a dating app. Two profiles pop up (pick a camp): Tom: \u201cI\u2019m 6’2″, love hiking, and have a great sense of humour.\u201d Emily: \u201cI\u2019m a yoga enthusiast, foodie, and passionate about sustainability.\u201d If finding a match worked the way some people (won’t name them, but you’ll know) think it does, you\u2019d compare […]<\/p>\n","protected":false},"author":1,"featured_media":2486,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[75],"tags":[],"class_list":["post-2485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-feature"],"_links":{"self":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/2485","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/comments?post=2485"}],"version-history":[{"count":1,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/2485\/revisions"}],"predecessor-version":[{"id":2487,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/2485\/revisions\/2487"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media\/2486"}],"wp:attachment":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media?parent=2485"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/categories?post=2485"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/tags?post=2485"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}