018 · 31 August 2026
Dessn
The word only they can say
- Anti-positioning
- Positioning
- Creative AI
- Seed
- Figma & Runway lane
- PLG, Bottoms-up to enterprise
The rule
Own the one word your competitors can't put in their headline. Then check that it's the word your product is best at, not the one it's worst at.
Sources
Every case runs an adversarial fact check before it ships. Anything that cannot be verified against a primary source is cut, not caveated.