In today’s world, especially in business, it feels like everyone is trying to “stand out.” Whether you're building a product, a personal brand, or launching a new idea, there's always this pressure to be different — to separate yourself from the crowd.

But here’s a question I keep coming back to:

is the goal really to be different, or is it just to avoid being a copy of someone else?

At first glance, those two ideas might sound the same. But the more I think about it, the more I realize they’re not. “Being different” is about actively creating something unique. “Not copying,” on the other hand, is more passive — it’s about avoiding imitation rather than aiming for originality.

So, what’s the smarter approach?

Let’s start with differentiation — being intentionally different. This is where you put in the work to find what sets you apart. It’s not just about being quirky or flashy for attention. Real differentiation solves a problem in a better way, speaks more clearly to your audience, or delivers an experience that others don’t.

Think of Apple. They didn’t just succeed because they weren’t Microsoft. They succeeded because they focused on design, simplicity, and user experience. They created a feeling — not just a product. That’s what real differentiation looks like.

But now let’s look at the other side: not copying.

A lot of businesses and creators start with the mindset of, “Let’s just not do what the big guys are doing.” And to be fair, that’s a totally understandable place to start. It helps you avoid legal issues, avoids being seen as unoriginal, and maybe even carves out some space for yourself in the market.

But here’s the catch: just not copying doesn’t guarantee that people will care. It might keep you out of trouble, but it won’t necessarily make you memorable. In fact, you can avoid copying and still end up creating something bland, forgettable, or unclear.

And in a competitive world, being forgettable is a death sentence.

So, here’s a simple way to think about it:

• Differentiation is proactive. It’s creative. It takes effort, but it gives you something that’s truly yours.

• Not copying is reactive. It can protect you, but it won’t help you grow in the long run.
  
  

Now, I do think there are moments when “just not copying” is enough — at least in the very beginning. For example, if you’re entering a crowded industry and everyone’s doing things the same way, simply removing the things people hate might help you get noticed. Cleaner design, better customer service, faster onboarding — these things can stand out if everyone else is stuck in the past.

But eventually, the question becomes: “What makes you special?” You can’t grow a brand or a loyal customer base on “we’re not them.” You need to stand for something, not just apart from someone.

A good example of blending both approaches comes from the rise of digital banks. In the beginning, they stood out just by not being traditional banks. No physical branches, no paperwork. That got people interested. But today, the most successful ones didn’t stop there — they kept differentiating by offering smarter tools, unique features, and a modern brand identity.

So, where does that leave us?

For me, the answer is pretty clear: don’t stop at “not copying.” Use it as a starting point if you need to — but don’t stay there. Figure out what makes your product, your idea, or your brand truly valuable. Ask yourself why someone should choose you — and answer that with more than just, “because we’re different.”

Because in the end, people don’t fall in love with products just because they’re different. They fall in love with products that feel right, that solve a real problem, that reflect their values, or that simply make sense.

So instead of asking, “How do I avoid copying?” maybe ask this instead:

“What do I offer that’s truly mine?”

That’s the real way to stand out — not just for attention, but for the long haul.