Think opposite, avoid obvious

Sometimes it’s useful to think of the opposite of what we are saying, to see if it might be blatantly obvious.

When we see the opposite, we might suddenly realize that it’s obvious and doesn’t even need to be said. Or perhaps there is a more meaningful way to express it.

For example,

We’re the best (worst) restaurant in town – what makes you good?

We’re a (un)strategic partner – why are you strategic?

We (don’t) get results – The only reason to engage someone’s services is to get results!

Of course this isn’t universally true. But the exercise of considering the opposite can help us determine if it’s a meaningful differentiator.

I’v heard this come up in various places, most recently in the 2Bobs podcast. Worth checking out if you work in creative entrepreneurship.