Is your story your competitive advantage?

I'm fired up to explore something that customers will value more and more as the use of AI increases.

It all pins on this:

→ When technical execution is accessible to everyone, your customers will seek something deeper.

Remember those three elements from last week that are invaluable:

1. Your unique story
2. Your unique creative perspective and taste
3. Your ability to understand human needs deeply

Your unique story is the most powerful differentiator between a customer choosing you or someone else.

Have you heard this saying:

'People never buy the product; they buy the story attached to it.'

This isn't just marketing fluff.

It's a deep and fundamental part of our human psychology.

→ We connect through stories.
→ We remember through stories.
→ We make decisions through stories.

Next week, I'm running my first half marathon. I haven't trained for a race since high school, so it's been a big deal to commit to this. For me, a half marathon represents something much deeper than 21.1km. It's a commitment to being a better husband and father. It's putting myself into an uncomfortable position, forcing growth and resilience.

Because of that mindset shift, I started to resonate with brands like BPN and their CEO, Nick Bare. Just look him up, and you'll see a dude committed to being the best version of himself as a business owner, CEO, Father, Husband, and Athlete.

Can you see?

That's the power of a personal story.

His story resonated with my deeper goals and aspirations.

I'm a loyal fan now.

I watch all his videos, I buy his products, and it's NOT because his sports supplements are better than any other.

When everyone can generate decent creative work with AI, the difference between forgettable work and exceptional work is the broader narrative wrapped around the product.

Your origin story, the forces that shaped you, the challenges you've overcome, the unique perspective you've developed, all create value no AI can replicate.

In the pre-AI world, we could lead with our technical skills and credentials. Those still matter, but they're no longer enough.

Your story is your greatest distinguisher. No one can replicate that.

I think revealing your character, your authentic self, your unique worldview, and your genuine passion all become your greatest competitive advantage.

When you embrace and communicate your story:

• You stop competing on technical execution alone
• You create an emotional connection with clients
• You provide context that makes your work meaningful
• You demonstrate why your creative choices matter
• You attract your ideal customer who resonate with your story

Your story isn't just "I grew up here and went to school there."

It's about identifying the unique intersections in your life experiences that shape how you see the world.

Here's a cool exercise to go through: Set aside 10 minutes and explore these questions:

1. What experiences have shaped your creative perspective in ways others don't share?
2. What contradictions or unusual combinations exist in your background?
3. What do clients consistently appreciate about working with you that goes beyond technical skill?
4. How does this uniqueness allow you to create work in a particular industry that no one else can?

Next week, we'll explore another differentiator: your unique creative perspective and taste, and why I think developing 'taste' is the most valuable professional investment right now.

Your story is your competitive advantage.

I've had to break some limiting beliefs about this whole 'share my story' thing. It's not self-indulgent to develop your story and share it.

It's strategic for business.