That first morning in Da Nang hit differently. I sat in a local coffee shop, laptop open, staring at my competitors’ websites.
With each scroll, my heart sank deeper.
Everyone seemed to be doing exactly what I planned to do – and doing it well.
It’s a common theme in business.
Whether you’re in Portsmouth or Phuket, the feeling of drowning in a sea of competition stays the same.
Your palms get sweaty, your mind races, and that voice in your head won’t shut up about how everyone else is ahead of you.
The Competition Trap
Here’s what most people won’t tell you about standing out in a crowded market: your biggest competitor isn’t other businesses – it’s the voice in your head telling you you’re not good enough.
I spent my first three months in Vietnam paralysed by this fear.
Every time I tried to write a piece of content or launch a new service, I’d spot five other people doing something similar.
My response?
Close the laptop, order another cà phê sữa đá, and spiral into what I now call the “comparison vortex.”
The problem wasn’t the market – it was my approach to it.
Why Most Differentiation Advice Falls Short
When you Google “how to stand out in your market,” you’ll find plenty of advice about unique selling propositions, brand colours, and marketing strategies. It’s not wrong – it’s just incomplete.
Think about it.
If standing out was just about having the right logo or catchphrase, we’d all be sorted after a quick session with a brand designer.
But we know it goes deeper than that.
The real challenge isn’t technical – it’s psychological.
And until you address the mental game, no amount of marketing tactics will help you truly stand out.
The Truth About Market Differentiation
After working with hundreds of business owners (and making every mistake in the book myself),
I’ve noticed something interesting: the businesses that truly stand out don’t actually try to stand out at all.
Instead, they focus on something entirely different.
The Real Problem Isn’t What You Think
Let me share something that changed everything for me.
One morning, while I was washing cars in Lincolnshire (yes, really – that’s where I started), a regular customer said something that stuck: “Jack, you’re the only one who remembers which air freshener I like.”
At the time, I thought nothing of it.
But that tiny detail held the key to standing out – and it had nothing to do with my marketing strategy or brand colours.
The Myth of Perfect Positioning
We’re all chasing this idea of perfect market positioning.
You know the drill – unique value propositions, competitor analysis, market research.
And yes, these matter.
But they’re not the whole story.
Remember when you started your business?
You weren’t thinking about market positioning or competitive advantages.
You were thinking about solving problems and helping people.
That’s where most of us go wrong.
We get so caught up in trying to stand out that we forget why we started in the first place.
The Copycat Trap
Here’s a confession: When I first moved to Vietnam, I spent weeks studying other digital marketers’ websites.
I copied their approaches, mimicked their writing style, even tried to match their service offerings.
The result?
I felt like a fraud, and worse – potential clients could smell it a mile off.
Finding Your Truth
The turning point came when I stopped trying to be different and started being genuine.
I spoke about my journey from washing cars to running a digital marketing agency.
I shared my struggles with addiction and recovery.
I wrote about building a business while adapting to life in Vietnam.
Suddenly, standing out wasn’t a strategy – it was a natural byproduct of being myself.
The Stand-Out System Framework
This isn’t another theoretical framework that looks good on paper but falls apart in practice.
It’s the exact system I developed after countless failures and eventual successes – both in the UK and here in Vietnam.
Know Your Truth
The first step might seem obvious, but most people skip it.
You need to understand what makes you genuinely different – not what you think the market wants to hear.
Take my story.
When I first started sharing content about using AI in marketing, I tried to position myself as a technical expert.
You can guess what happened…
Crickets.
But when I started talking about how AI helped me spend more time with my kids while growing my business in a foreign country?
That’s when people started paying attention.
Your unique advantage isn’t always what you think it is.
Mine wasn’t my technical knowledge – it was my ability to bridge the gap between complex AI tools and real human experiences.
Quick exercise: Write down three things about your business journey that you normally wouldn’t share because they seem “unprofessional” or “not relevant.”
Those might just be your biggest differentiators.
Find Your Signal
Once you know your truth, you need to find where it intersects with what your market actually needs.
I call this finding your signal in the noise.
When I analysed my most successful client relationships, a pattern emerged.
They weren’t coming to me just for marketing expertise – they were coming to me because I understood what it felt like to build a business while juggling family life and cultural adaptation.
This realisation changed everything about how I positioned my services.
Instead of competing on technical features or price, I focused on the unique perspective I could offer from straddling two worlds – both culturally and professionally.
Amplify Your Difference
Here’s what most people miss about standing out: it’s not about shouting louder – it’s about speaking clearer.
Let me explain what I mean.
When I first started creating content about AI and marketing, I tried to match the technical jargon other experts were using.
My content sounded like everyone else’s – full of buzzwords and complex explanations.
Then I remembered what made me different.
I wasn’t just another marketing expert; I was someone who’d gone from washing cars in Lincolnshire to building a digital business in Vietnam.
So I started writing like that person instead.
It was easier because, well, it was me.
Creating Your Signature Approach
Think about how you naturally solve problems.
For me, it’s using stories and real-life examples to explain complex ideas.
I learned this skill from years of explaining business concepts to my wife in her second language.
My signature approach became breaking down complicated marketing and AI concepts into simple, relatable stories.
It wasn’t revolutionary – but it was authentic to me.
Finding Your Voice
Your voice isn’t something you create – it’s something you uncover.
Mine emerged when I stopped trying to sound like a “professional marketer” and started writing like I talk to my mates back home about business.
My content started resonating with people who were tired of the usual marketing jargon.
They appreciated someone who could explain things in plain English (with the occasional Vietnamese phrase thrown in for good measure).
Quick tip: Record yourself explaining what you do to a friend. Listen back.
That natural way you explain things?
That’s your voice.
Use it in your content.
Practical Implementation
Theory’s great, but let’s get into the nitty-gritty of making this work in real life.
I’ll share the exact system I use to stay distinctive in a crowded market.
Daily Actions That Matter
Remember that coffee shop in Da Nang I mentioned earlier? It’s become my morning “stand-out” headquarters. Here’s my daily routine:
Morning Market Analysis (15 minutes)
Each morning, while enjoying my cà phê sữa đá, I check three things:
First, I read customer messages and comments – not just for feedback, but for their exact words.
When a client from Portsmouth tells me they’re “stuck in the weeds with all this AI stuff,” that’s gold. It’s how real people describe their problems.
Next, I scan my competitors’ latest content – not to copy, but to ensure I’m zigging while they’re zagging.
If everyone’s writing about AI tools, I write about the human side of using them.
Finally, I note down any unique insights from my last 24 hours.
Yesterday, I helped my daughter with her homework while using AI to draft content.
That became a story about balancing automation with real life.
Content Creation System
The best content comes from real experiences.
I keep a simple note on my phone called “Only I Can Write This.” It’s full of stories and observations that combine my unique background:
- Growing up in Maltby-Le-Marsh
- Building a business in Vietnam
- Navigating cultural differences
- Balancing family life with entrepreneurship
When I sit down to create content, I pull from this well of experiences rather than trying to compete on technical expertise alone.
Weekly Reviews
This is where most people fall off the wagon – but it’s crucial for maintaining your distinctive edge.
Every Sunday morning, while my kids are palying, I run through this process.
Competition Tracking (Without Copying)
Here’s what I learned the hard way: tracking competitors doesn’t mean following their lead.
I spend 30 minutes reviewing what others in my space are doing, asking myself:
“What conversations aren’t they having?” “What perspectives are they missing?” “Where are they all saying the same thing?”
Then I deliberately go in a different direction.
When everyone’s talking about the latest AI tool, I talk about how to use it while managing a young family.
The Weekly Stand-Out Audit
I keep this simple with three questions:
- Did my content this week reflect my unique experience?
- Have I shared insights only I could share?
- What personal stories did I miss that could have added value?
Measuring What Matters
Forget vanity metrics. I track responses that show I’m genuinely connecting:
- Direct messages saying “This is exactly what I needed to hear”
- Comments sharing similar experiences
- People asking for specific advice about their situation
Monthly Optimization
Once a month, usually when my wife takes the kids to visit family, I step back and look at the bigger picture.
This isn’t about metrics and analytics – it’s about ensuring I’m staying true to my distinctive voice while serving my audience.
Market Position Review
I ask myself tough questions:
“Am I still solving real problems, or just adding to the noise?” “What unique insights from my journey haven’t I shared yet?” “Where am I falling back into generic marketing speak?”
Next Steps and Growth
Look for signs that your authentic approach is working.
For me, it was when clients started saying, “I chose you because you understand what it’s like to build a business while raising a family in a different culture.”
Common Pitfalls and Solutions
I’d love to tell you this is all smooth sailing, but let’s be real. Here’s what trips most people up:
- Getting spooked by successful competitors and trying to copy them (been there)
- Falling back into corporate speak when you’re nervous (done that)
- Holding back personal stories that could help others (still working on this)
The solution? Keep coming back to your truth.
My breakthrough came when I stopped trying to be the “AI marketing expert” and started being the guy who uses AI to spend more time with his kids while running a successful business from Vietnam.
Full Circle: The Real Way to Stand Out
These days, I still start my mornings in that same Da Nang coffee shop.
But something’s different now.
When I look at my competitors’ websites, I don’t feel that familiar knot in my stomach anymore.
Not because they’re any less impressive – they’re still doing great work.
The difference is I’ve stopped trying to outrun them and started running my own race.
Standing out isn’t about being the loudest, the most technical, or even the most innovative.
It’s about being the most genuine version of yourself in a world that’s pushing you to be like everyone else.
Your quirks, your struggles, your unconventional path – these aren’t things to hide.
They’re your secret weapons in a market that’s drowning in sameness.
So next time you’re scrolling through your competitors’ content and feeling that familiar panic rise, remember this:
The market doesn’t need another perfect business. It needs your story, your perspective, and your truth.
After all, everyone else is already taken.
