If you’re in a competitive market, you have two real options. That’s it. Option 1: Take bold, outside-the-box swings with messaging and creative that nobody else is willing to take. Option 2: Find an underserved segment and speak directly to them. Black Rifle Coffee didn’t win because coffee is innovative (It is. It’s great but that’s not the point). They won because they picked a side. They chose vets. Patriotic conservatives. Second Amendment supporters. They didn’t just cast a wide net and cross their fingers. They owned a segment. If you don’t have a truly novel mechanism… Your edge needs to come from positioning or audience selection.
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