Today's glamorous strategy work: screenshotting 60 websites from a client's category and putting them in a single PDF.
Took about 10 minutes. Opened the gallery. Eight out of ten opened on the same three claims — expertise, passion, growth.
None of them set out to sound alike. It happens when each site is written on its own, without ever seeing the other fifty-nine side by side.
Suddenly positioning felt a lot less abstract.