Tons of products and services are the best, easiest, simplest, smartest, most beautiful, cost-effective, and affordable things ever. They also all increase profits, decrease costs, and save you time.

After we’ve surveyed what exists out there, then we try to be unique. One of the ways we do this is by describing “how we’re different” from (and better than) others like us. Consultants might talk about their unique process. Companies might design graphics that position their “features and benefits” side-by-side against their competitors’. The problem is, this shifts the context of the conversation to external factors beyond our control. What other people do online has nothing to do with us or our users.