Force Choice Not Comparison

Mike Maples shares his philosophy on creating unique value propositions that force customers to make a choice rather than compare options.

Core Philosophy of Forcing Choice

• Don't aim for incremental improvements over competitors
• Create something fundamentally different that breaks from the present
• Focus on being different, not just better
• Force customers to make a choice rather than compare options

The Apple vs Banana Principle

• Don't position as "5x better banana"
• Position as an entirely different fruit (apple)
• Target 100% of people who prefer your category
• Ignore those seeking incremental improvements in existing solutions

Implementation Strategy

• Niche down to create clear differentiation
• Say no more than you say yes
• Focus on "less but better" approach
• Create movements rather than just enter markets
• Get early believers to co-create a different future
• Markets emerge as consequence of movement succeeding

Benefits of This Approach

• Creates clearer value proposition
• Attracts passionate supporters
• Reduces competition with established players
• Allows focus on true believers
• Creates stronger competitive advantage
• Makes it harder for others to copy

Application to Business

• Takes more courage than traditional approach
• Forces you to reject more opportunities
• Results in stronger positioning
• Creates clearer differentiation in crowded markets
• Helps develop comparative advantage over time
• Enables creation of new market categories

The key is not trying to be a better version of what exists, but rather creating something fundamentally different that forces customers to make a choice between old and new approaches.