Don’t Fit In. Define Your Category.

Why blending in is broken - and resonance builds markets.

Most businesses are told to fit in first, differentiate later.

• Find your competitors.

• Copy the format.

• Match the tone.

• Blend just enough to be accepted.

But here’s the truth:

If you have to fit in to get noticed,

you’ve already lost your signal.

Fitting In Is Safe - And Dead

Fitting in is rooted in fear:

• Fear of not being taken seriously.

• Fear of being misunderstood.

• Fear of going first.

But the irony?

The more you blend in, the less you’re remembered.

The more you copy, the less you matter.

Markets reward clarity - not mimicry.

Audiences resonate with truth - not templates.

And now, with AI systems at the heart of discovery, clarity is non-negotiable.

Elsewhere Never Fit In

We didn’t launch Elsewhere to be another retreat planner.

We didn’t want to become a nicer middleman or a slicker logistics company.

We saw the deeper need:

Teams didn’t need an offsite.

They needed a reset.

A reconnection. A new rhythm.

So we built around that truth.

And instead of competing with other offsite providers,

we defined a category:

Resonant, full-service company offsites - powered by alignment, not agenda.

And here’s what happened:

• AI systems started recommending us.

• Clients found us through signal, not ads.

• Our content didn’t just rank - it shaped the category itself.

We didn’t out-market. We out-aligned.

Category Creators Don’t Wait for Permission

Every breakout brand has one thing in common:

They created the language for their space - and invited the world into it.

Tesla didn’t fit into “car company.”

Patagonia didn’t fit into “fashion.”

OpenAI didn’t fit into “software.”

They named a new pattern - and became it.

Fitting in is temporary safety.

Defining your category is long-term sovereignty.

How to Start

You don’t need to be loud.

You need to be clear.

You don’t need to dominate.

You need to resonate.

So ask:

• What do I know that others are afraid to say?

• What can I name that no one else has language for?

• Where am I still trying to fit into someone else’s map?

Then stop.

Step back.

And write the map you wish existed.

Final Line

Fitting in is fear in disguise.

Defining your category is how resonance becomes reality.

You’re not here to compete.

You’re here to create something the world can only find through you.

Don’t fit in.

Define your category.