It’s no secret that we live in a crowded marketplace, and the battle for the customer’s mind-space is a brutal one. Crafting the right message about what you do is a critical task. But an important step on the way to defining what you do is actually defining what you don’t do. I find it interesting that when I describe companies and brands to people I know, more often I use descriptors of what they don’t do.

We are a shoe retailer, but don’t have any physical stores.

We taste just like Coke, but don’t include any sugar.

We’re an airline, but don’t have any advanced seating.

We’re an innovation conference, but we don’t let just anyone come.

What are other examples that come to mind?

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