I have a coaching client named Scott.
Scott comes from a military background and law enforcement.
The dude is tough as nails.
He came to me ready to scale a supplement company he’d been building on the side.
But he had a problem.
He was doing what I see almost every entrepreneur do when they try to break into a crowded market…
…he was trying to replicate the success of brands that were already there.
He had:
Another greens powder.
Another pre-workout.
Another protein.
He was competing head-to-head with brands like Athletic Greens, Jocko Fuel, Trulean, and Onnit.
Brands that already have millions of dollars in ad spend, loyal followings, and years of momentum behind them.
And that’s where most people fail.
When you try to out-product an established brand…
…You automatically become the second choice.
I share this with you because you’re asking customers to leave something they already trust for a version of the same thing from somebody they’ve never heard of.
That’s not a fight you win.
And when you try to do it all…
Have every supplement under the sun, every SKU you can think of – you spread yourself so thin that nothing stands out and you burn through cash trying to market a dozen different things instead of owning ONE.
So I asked Scott a simple question:
Which product do you believe in more than any of the others?
It was his nootropic.
He’d been using it himself through years of military service and high-stress law enforcement work.
It wasn’t just another brain supplement.
It was built by a guy who needed it to stay sharp when the stakes were life and death.
That’s a story nobody else can tell.
It is no longer just another product…
It evolves into a brand people rally behind because there’s a real human with a real background and real proof standing behind it.
And this applies to EVERYTHING – not just supplements.
Coaching, consulting, fitness, services, whatever you’re building.
If you’re trying to win by being a slightly better version of what’s already out there, you’re going to lose. Every time.
But if you find the ONE thing that’s tied to YOUR story, YOUR experience, and YOUR proof…
That’s where you stop competing and start leading your industry.
Talk soon,
Bedros Keuilian
P.S. This is exactly the kind of work we do inside Scale Syndicate. We rip apart your offer, your positioning, your lead gen, your sales process – and rebuild it around the thing that actually makes you different.