Sponsored by
Happy Friday, {{first name | friend}}!
Most founders sound identical because they're having the same conversations.
Industry conferences. Networking events. LinkedIn comment threads.
Here's how to have different conversations. And find the angle nobody else has.
1. The problem
You've been talking to the wrong people.
Other founders tell you what's working for them. Industry experts tell you best practices. Gurus tell you what everyone should do.
Result: You sound like everyone else.
2. The solution
Three specific conversations. In this exact order.
Each one reveals something different about your unique position.
Conversation 1: Your frustrated customers
Who to talk to: 3 customers who almost didn't buy from you. Or 3 who bought and complained later.
What to ask:
"What almost stopped you from working with us?"
"What did you try before us that didn't work?"
"What do you wish someone in our industry would finally fix?"
What you'll learn: The gap nobody else is filling. The thing everyone in your industry ignores.
Example: A marketing consultant discovered clients were frustrated that other agencies only cared about vanity metrics. Her unique angle: "Marketing that pays your bills, not just boosts your ego."
Conversation 2: Your struggling competitors
Who to talk to: 3 businesses in your space who are smaller than you or just starting out.
What to ask:
"What's the hardest part about breaking into this industry?"
"What do established players do that pisses you off?"
"If you could change one thing about how this industry works, what would it be?"
What you'll learn: The barriers you've already broken through. The advantages you don't realize you have.
Example: A SaaS founder realized newer competitors struggled with enterprise sales. His unique angle: "The only CRM built by someone who's actually closed enterprise deals."
Today’s newsletter is sponsored by The Shift
Stop Reading About AI. Start Getting Results From It.
AI is everywhere, but practical, actionable ways to use it are really rare to find.
The Shift fixes this with focus on a single topic per edition. A real problem AI can solve today.
You’ll see real examples, short workflows, and proven prompts that help you work faster, think better, and automate intelligently under 5 minutes a day.
Once you subscribe, you get access to 3,000+ curated AI tools and 1000+ prompts, so nothing stays theoretical.
If you want AI to work for you in real practical ways, not just ideas, you’ll love The Shift.
And right now, 3 subscribers win a free 1-year Claude Pro subscription. One click to enter.
Conversation 3: Your past self
Who to talk to: Yourself. 3 years ago.
What to ask:
"What did I believe then that I know is wrong now?"
"What advice would everyone have given me that would have been terrible?"
"What did I figure out the hard way that nobody teaches?"
What you'll learn: The wisdom you've earned that others haven't. The contrarian takes you can actually back up.
Example: A business coach realized he used to follow all the "work-life balance" advice and nearly went broke. His unique angle: "Why work-life balance will kill your startup."
3. How to use what you find
Each conversation gives you content for 3 months:
From customer conversations: Pain points nobody else talks about From competitor conversations: Advantages you can emphasize
From past-self conversations: Contrarian takes you can prove
4. The content formula
Use this structure for every post:
"Most [industry] experts tell you to [conventional wisdom].
Here's why that's wrong: [insight from conversations].
Instead, do this: [your unique approach]."
5. Real example
Before these conversations, a consultant posted: "5 ways to improve your sales process."
After these conversations, he posted: "Sales consultants tell you to qualify harder. But I've watched 200+ sales calls. The problem isn't qualification. It's that nobody taught you how to handle the 3 objections that kill 80% of deals."
Same expertise. Completely different angle.
6. My take
Your unique angle isn't hiding in your head. It's hiding in conversations you're not having.
Stop talking to people who think like you. Start talking to people who don't.
The gap between what your industry teaches and what your customers need? That's where you live.
Have a great weekend,
Stephen
P.S. These conversations will show you angles others miss. But most founders struggle to turn insights into content that converts. If you want help building a content system around your unique position, reply "ANGLE."
