I Want To Be Different. Just Like My Friends.

Here’s the quote that changed how I see every brand problem: “I want to be different… just like my friends.”

I heard this from a 15-year-old girl during an ethnographic study on brands. It’s stayed with me for over 20 years - because it says everything about the human condition.

We want to stand out… but not too much.
We want to lead… but still belong.
We want to be seen… but not judged.

It’s exactly the same in business.
Especially for women.
Especially when it comes to positioning.

A high-value brand demands a bold point of view. And that’s uncomfortable. It feels risky. We worry we’ll be seen as arrogant, as “too much,” or worse - as someone who thinks they’re better than everyone else.

The shift I always talk to clients about. It isn't about you, it's about your ideas.

If you’re a human with some degree of experience in a field, some perspective and ideas - you deserve to have a point of view.

And more than that, your business needs one.

Daily posting with no opinion isn’t strategy, it's just noise.