The ROI of clear differentiation.

When people understand why to choose you faster, sales cycles shorten, trust builds earlier, and marketing works harder.

A quick check for clear differentiation.

☐ Can I clearly name the decision my customer is making? Hiring us. Buying this. Switching from something else.

☐ Have we defined one tension we are willing to hold? One uncomfortable truth we explain clearly and solve consistently.

☐ Does our language point to that decision? No inside jokes. No unnecessary abstraction.

☐ Do our visuals support understanding? They should guide, not distract.

☐ Does our positioning make the choice easier? If it needs explanation, it’s slowing trust.

☐ Have we removed extra layers? One sharp edge. Minimal resistance everywhere else.

If you can check these boxes, your differentiation is working. If you can’t, it’s likely creating friction instead of value. Differentiation earns its keep when it helps people decide faster and feel confident doing it.

— Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I partner with brands to do the uncomfortable work that builds resilience. That’s how they become unshakable. Impossible to ignore.