A short excerpt from a YouTube video by Sachin Patel ("Why different is better than better") arguing that in messaging and branding it's more valuable to be different — producing different outcomes — than merely being 'better'. Patel cites a Sally Hogset quote and uses a car-repair analogy to show that improving the wrong thing (even with higher quality) won't produce the desired result.
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.
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