The camel and the dromedary serve the same purpose. Both cross deserts. Both carry loads. Both endure harsh conditions that would break lesser creatures.
Yet one has two humps, the other has one.
That distinction? It matters more than we think.
Your competitor down the street might serve the same customers. They might offer similar products. They might even deliver comparable results. But here’s what most founders miss: similarity isn’t sameness.
The difference—the real difference—isn’t just marketing theater. It’s not about being “unique” because some consultant told you to stand out. It’s about choosing what you’re willing to be known for and, more importantly, what you’re willing to give up.
When you clearly define your distinction, two things happen. First, the right customers find you faster. They’re not comparison shopping anymore; they’re seeking you specifically. Second—and this is where it gets interesting—everything gets simpler for you.
Clearer positioning means easier decisions. Better hiring. Simpler operations. Less energy wasted pretending to be everything to everyone.
The dromedary doesn’t try to grow a second hump. The camel doesn’t apologize for having two.
What if you stopped hedging? What if you made your distinction so clear that people either got it immediately or moved on?
That’s not limiting your market. That’s creating one.
The question isn’t whether you’re different. You already are. The question is whether you’re brave enough to make that difference matter.
