If you’re asking, “How do we compete in a very dynamic market with many disruptors?” here’s the truth: you don’t win by being louder. You win by being clearer. Disruptors don’t just bring new products—they bring new stories. And the brain buys stories before it buys features.

So in this article I’ll give you 7 unfair advantages you can build in any business—product, service, B2B, B2C—to compete when the market is moving fast and new players show up every week.

Because "Make Me Great!" is not about fighting everyone. It’s about becoming unforgettable to the right people.

Advantage #1: Own a specific “moment of pain”

Dynamic markets create confusion. Confusion creates hesitation.

So your job is to own one moment where your customer urgently needs help.

Not “we do marketing.”

But “we help founders turn attention into booked calls in 30 days without discounting.”

Specificity beats disruption because it reduces cognitive load.

Advantage #2: Build a category of one (through language)

If you use the same words as everyone else, you become interchangeable.

Create your own language:

• your method name

• your framework

• your signature steps

Language creates memory. Memory creates preference.

Advantage #3: Win on trust speed

In fast markets, buyers fear choosing wrong.

So the winner is the brand that reduces perceived risk fastest:

• proof path (understanding → outcomes → safety)

• clear onboarding

• guarantees/pilots where possible

• transparent expectations

Advantage #4: Make switching easy (or make staying irresistible)

Disruptors win when switching feels easy.

So you either:

• remove switching friction (migration, setup, training), or

• increase staying value (community, personalization, ongoing wins)

Advantage #5: Build distribution that competitors can’t copy

Products get copied. Distribution is harder.

Build:

• partnerships

• community

• referral loops

• content that ranks in the brain (repetition + relevance)

When your distribution is strong, disruptors can’t starve you.

Advantage #6: Choose a “values moat”

In noisy markets, values become a differentiator.

What do you refuse to do?

What do you stand for?

Ethical persuasion is a moat because it attracts people who want long-term trust, not short-term tricks.

Advantage #7: Make the customer great publicly

This is the Make Me Great superpower.

When you make your customers look great, they become your marketing.

Case studies, spotlights, co-created content, testimonials with identity:

“Here’s who they became.”

That’s hard to disrupt.

Here’s your 30-day competitive plan:

• Week 1: define your moment of pain + one-liner

• Week 2: create your framework language + proof path

• Week 3: build one distribution lever (partners or content)

• Week 4: publish customer greatness (case study + spotlight)

You don’t need to beat disruptors at speed. You need to beat them at certainty, trust, and memory.

Free webinar to learn about the 2 pitfalls and the decision maker in the brain

If you want to understand how the brain chooses in a noisy market—and the two pitfalls that make brands forgettable—join the free webinar here:

https://make-me-great.com/webinar-unforgettable