Packy Ferrupi’s latest essay looks at what he terms The Great Differentiation
A race in business to stand out from the crowd through unique branding and marketing, something he sees as the counterpoint to the trend of copying successful ideas and content.
Examples he uses to illustrate his point include Robinhood’s promotion of stock token products against a James Bond backdrop in Cannes, and Stripe’s Cheeky Pint podcast, filmed in a pub built in its headquarters.
The common factor in these examples is that the differentiators are expensive and hard to copy, conveying a message of quality.
He also highlights successful business that have chosen to differentiate through investing in hard tech over slick marketing, such as Rainmaker, Monumental Labs, Atelier Missor, Earth AI, Astro Mechanica, and Anduril, which unveiled its arsenal using anime.
His overall message is for entrepreneurs to differentiate always.
