The Convergence Trap

Five red lines start on the left spread far apart, each agency genuinely different. As they move through the same steps - research competitors, find the gap, write claims - the red lines bend toward each other until they sit on top of one another, labeled indistinguishable. A separate dark dotted line goes the other way, climbing as it digs deeper into the customer instead of the competitors. Copying the same method as everyone else pulls you toward the middle; the only way to stand apart is to understand your buyer better, not your rivals.