Go to LinkedIn. Look up your company’s About section. Now read your top three competitors’ descriptions. I’ll wait.

Notice something? Let me guess, you’re all “innovative”, “customer-focused,” and “industry-leading.” You all “leverage technology” to “deliver solutions” that “drive results” for a “better future.”

When I point this out the response is always the same: “Well, we’re in the same industry, of course there are similarities.” Right. Just like how Netflix and Blockbuster were in the same industry. Just like how Apple and IBM were in the same industry. Just like how Airbnb and Marriott were in the same industry.

Let’s be honest: your brand strategy isn’t bold, it’s beige. And beige in 2025 isn’t a colour, it’s a cry for help.

The majority of brands in any category are functionally interchangeable, and the majority of consumers couldn’t care less if most brands disappeared next week.

To put it another way: your brand is about as distinctive as an influencer’s morning routine, and as dependable as a startup’s projected revenue chart.

I learned this lesson helping brands optimise their way into irrelevance. We’d tweak logos, fine-tune messaging, and celebrate 2% engagement improvements. Meanwhile, truly revolutionary brands weren’t playing this game at all, they were burning the rulebook and writing their own.

Don’t get me wrong, making something 10% better is still better than making nothing better at all. There is allways more work to do. Those A/B tests, focus group workshops, brand guideline revisions, and best-practice playbooks? They’re not worthless. They’re just worth less than you think. In a world of infinite choice and finite attention, incrementalism is just playing it safe until you’re sorry.

Big moves don’t just make ripples, they create tsunamis. And in today’s winner-takes-all markets, tsunamis beat ripples every time.

Brand loyalty is evaporating faster than Gen Z’s attention span. The middle market is collapsing like attendance at a 4PM Friday meeting. AI is commoditising your “unique” brand voice faster than you can say “Chat Geppetto”.

Stop competing, start reimagining.
Forget best practices, create next practices.
Don’t optimise the rules, change the game.

Successful strategies share one secret and powerful agenda: to make the competition irrelevant.

Look, I get it. Revolution sounds risky. It’s easier to hide behind industry benchmarks and best practice. Safer to optimise than revolutionise. But here’s the thing about playing it safe in the 2025: it’s the riskiest strategy of all.‍

a. Lead your category’s revolution
b. become its cautionary tale.

Your brand’s future isn’t about better. It’s about different.
Different wins.
Different scales.
Different matters.

A revolution is coming in your industry. It may not happen this week, this month, or this year. But it will happen. The question is: will you be the Revolutionary?

Join the Revolution