Sachin Patel argues that messaging should emphasize being different rather than just better. He uses the analogy of replacing a car part: higher quality won't fix the wrong solution, but a different approach will.
One of the quotes that I love sharing is from Sally Hogset, which is different is better than better. So how can you showcase through your messaging, through your branding that what you have to offer isn't better than what people are getting right now? It's totally different. And different means different outcomes. If you do the same thing better, it doesn't mean you're going to get the right outcome. If you replace the wrong part on your car, it doesn't matter the quality of the part or who's doing it. If it's the wrong thing, it's never going to get the results you're looking for.
Your Doctor Won't Prescribe This… But It's the Most Powerful Medicine on Earth
