When Apple and Microsoft went head-to-head Apple didn’t ask, “How can we be different from Microsoft?” No, the question they asked was, “How can we be more of ourselves and how do we amplify that in the work we do?”

The reason it’s not easy to copy a truly great brand is because they have put so much of themselves into the work— that there is no substitute. There is only one Banksy, one Dyson and one Disney.
They each show up uniquely as brands in the world by being more of who they are.

No great brand (and that includes soloists) became great by trying to emulate.

People don’t want another cheap imitation. They want to connect with and experience you and the meaning you bring to your work.

There’s no more effective way to be different than to be exactly who you are.

Image by Dave MN.