Omar ZenhomAward Winning Entrepreneur. Founder of The $100 MBA & WebinarNinja.

Zig While Everyone Else Zags

21 Aug 2026 · 1 min

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In this concise segment, Omar Zenhom explains a simple yet powerful branding strategy: differentiate by doing the opposite of what competitors are doing. He illustrates the concept with the example of branding expert Caleb Ralston, who released a six‑hour, high‑value video course on YouTube for free—a resource that would normally sell for thousands of dollars. By offering this massive amount of value for free, Ralston "zigged" while everyone else "zagged," causing his channel to explode in popularity. Zenhom emphasizes that the key to standing out is not just being opposite, but delivering genuine value while doing so.

Chapters

If everyone in your space is saying, doing, and offering A, the easiest way to stand out and become the industry leader is to say, do, and offer Z, or whatever the opposite of A is. Caleb Ralston, who's like this big branding expert, he published a 6-hour video on YouTube. It's a real full-on course that you would buy for thousands of dollars. And this is why his channel really blew up in a short period of time, 'cause people are like, this guy's nuts. He's giving away all this stuff for free. But he zigged while everybody zagged, but he did it with value.