“when you think about being refreshing it's who can you be refreshing to refreshing to whom and it's thinking about the audience when you're thinking about how to be different you're thinking about how can I be different from who like from the competition”

Position by being refreshing, not different

Reframe positioning from "how am I different?" to "who am I refreshing for?" The first traps you in competitor-watching; the second anchors you in the specific audience you serve and what they're tired of. Audience-first positioning beats competitor-first positioning every single time at launch.