Content Differentiation
What makes a piece distinct from its competitors on the same subject, in angle, depth, format or evidence.
Analogy Mental model
Ten milk tea shops on one street. Why walk into yours? Better milk, a stranger room, or somewhere to charge a phone. Something must differ and the customer must notice.
In practice What you actually do
Five levers: original data, an argument against the consensus, a format nobody has built such as a calculator, a depth nobody has attempted, or a strong individual voice. Pick one and be unmistakable about it.
Where people get burned Pitfalls
Difference for its own sake is a costume. Someone searching how to tie a tie needs the steps, not a philosophical essay about neckwear. Be different in a way the reader was already looking for.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →