You have to be extreme on some axis.

Without that, it’s not clear that anyone will even notice you. Of course, “extreme” sounds like over the top. Yesterday, I posted Alvin Zhou, his cooking videos are the “calmest”. “Calmest” doesn’t exactly sound “extreme” yet it is on the axis of calm vs. energetic.

We all need to understand the axes that we are playing on. Even if we didn’t pick them, our consumers, audience or customers see us on some spectrum against our peers. Being specific in those cases can help.