The most advantageous moment in modern business history

There are two reasons why right now is the most unfairly advantageous moment in history for growth-minded SMBs ready to take market share from their bigger, slower competitors.

First – AI has completely leveled the playing field.
What once required massive budgets, huge teams, and months of production is now possible in days, and sometimes hours. A $20 subscription to Midjourney, Sora, Gemini 2.5, or VEO 3.1 can now outperform what cost Fortune 500 budgets millions. The playing field is flat. The only thing that separates you from them now… is the idea.
The edge belongs to the bold, not the bankrolled.

Second – the marketing landscape is flooded with sameness.
Everyone’s chasing short-term metrics and drowning their audiences in bottom-of-funnel “Buy Now!” messages. ROAS worship has turned most businesses into parity players – repeating the same tired claims of being better, faster, or cheaper. But those claims don’t build belief – they breed indifference.

When everyone sounds the same, buyers default to the three worst outcomes for growth-minded brands:

• The lowest price,
• The fastest delivery, or
• The most familiar name

That’s the commodity trap — and 97% of businesses are stuck in it.

The winners are the ones that step above the noise – brands like Dollar Shave Club, Liquid Death, Poo-Pourri, Apple, Nike, andDisney. They all follow the same timeless playbook: Sell connection, not comparison.

They tell one clear story that defines what they stand for — and every campaign, every touchpoint, every product decision ladders up to it.

This simplicity is the secret weapon.

• Volvo = Safety
• Mercedes = Luxury
• Dollar Shave Club = Freedom from corporate BS
• Poo-Pourri = Confidence in the bathroom

Once that story is clear, everything else aligns:

• Everyone knows the pain point you solve
• Sales knows exactly what to say
• Innovation knows what “better” really means
• Marketing becomes simple, relevant, and consistent
• Production costs drop – no more guessing games
• Growth accelerates

And here’s the best part: this strategy works everywhere – B2C, DTC, B2B, healthcare, logistics, SaaS, even glue sticks and gum.

If you’re looking for an unfair competitive advantage, this is it.