HOW TO MAKE COMPETITORS LOOK LIKE ALIENS

Summary from the TLDR Marketing newsletter

The best companies avoid direct feature comparisons with competitors and instead reframe the conversation by positioning themselves as solving entirely different problems. Asana, Superhuman, and ClickUp use analogies that place competitors in narrow roles while casting themselves as broader solutions. Good messaging defines competitors in small, accurate terms and presents the company as a more expansive, transformational option. Use templates like Tool vs. Platform or Past vs. Future to build this positioning.