You know what gets brands ignored?

Trying to be too safe.

Too neutral.

Too agreeable.

Neutrality isn’t safe—it’s invisible. (Sadly, all you have to do is turn on the news to see how that plays out.)

And invisible brands don’t get remembered.

The instinct to “play it safe” comes from a good place. Nobody wants to alienate potential customers. Nobody wants to sound too extreme.

But every time you smooth your message down to please everyone, you take away the very thing that could make you unforgettable.

You’ve probably seen it before.

Copy that’s clean on the surface, but hollow underneath. Perfectly fine, but …Instantly forgettable.

“We deliver innovative solutions to help businesses thrive.”

👏 Cool 👏 So 👏 does 👏 everyone 👏 else.

Safe messaging doesn’t spark interest. It doesn’t get repeated. And it sure doesn’t travel.

Own Your Corner of the Conversation

The antidote is a strong point of view (POV).

A strong POV is your pattern interrupt; it breaks the sameness. It means taking a distinct stand on an issue relevant to your industry or your customers. It's about clearly defining what you believe in and what sets you apart.

Brand strategist Denise Yohn suggests framing it like this:

“The prevailing thinking is X, but we believe Y.” (I love this, I use this extensively in our messaging workshops).

That simple shift instantly positions you as the challenger, the thought leader, the brand with a unique solution. It sparks conversations, inspires debate, and acts as a launchpad for compelling content that establishes you as a leader—not just another follower.

Let’s be clear—a POV isn’t about being controversial. It’s about being clear.

Clear about what you believe, what you don’t, and why that matters.

That clarity is what people latch onto. That’s what cuts through. (Psychologists call this the Distinctiveness Bias — people remember what breaks the pattern, not what fits it.)

How to Find Your POV

Your POV isn’t something you invent—it’s something you uncover. It’s already baked into what you believe, how you work, and the customers you want to serve. The job is to name it clearly, and then own it consistently.

Start by looking at three places:

1. The industry default.

What’s the “safe” or standard way of thinking in your space? What do most brands say on repeat? (That’s your X.)

2. Your belief.

Where do you genuinely see things differently? What truth do you hold that might push against convention? This is the heartbeat of your POV. (That’s your Y.)

3. The stakes.

Why does this belief matter to your customers? What changes if they follow the old way versus your way?

Your answers to these questions shape your POV so people instantly know what you stand for…and what you don’t.

Safe vs. Strong: What It Looks Like

Let’s put this into practice.

Safe version:

"We help businesses simplify transactions and manage cash flow."

Technically fine. But it could belong to a thousand other companies.

Strong POV version:

“Waiting days to get paid is outdated. Money should move as fast as your business.”

(Now that’s something you can rally around, or argue with. Either way, it sticks.)

One is generic. The other draws a line in the sand. It tells people how you think, what you value, and why they should care.

A strong POV doesn’t have to be loud or controversial. It just has to be distinct. It has to sound like something only you would say.

Tiny Challenge

Use this as a foundation to sharpen your POV:

“The prevailing thinking is __________, but we believe __________.”

Think of it as training wheels, a way to uncover where you see the world differently.

Once you’ve got it, refine it into your own words. Say it louder. Make it part of your story.

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