Create ideas using: Comparison
Should I compare past to present or compare myself to competitors?
Either works, but they're very different strategies. Past-to-present shows transformation—how things have changed since your brand showed up. That feels hopeful and empowering. Comparison to competitors clarifies differences—but only if you actually win. The trick? Pick the comparison that makes your story strongest. If your transformation is dramatic, show before-and-after. If your advantages are real, show the contrast.
How do I avoid sounding defensive or bitter when comparing?
Focus on what you deliver, not what they don't. Instead of 'competitors are terrible,' say 'here's what different choices look like.' Show your alternative existing, thriving, delivering value. Let people draw their own conclusions. The moment you sound like you're complaining about someone else, you've lost the high ground. Confidence isn't defensive—it's just showing your work and letting it speak.
Example: How it could look
A modern productivity app could compare how work happened five years ago versus how it works now with their tool. Not attacking the old way—just showing the difference. Then: vs. Now with the app. Show the relief, the efficiency, the sanity people gain. The comparison isn't aggressive; it's just showing evolution. People see the difference and understand why they'd never want to go back.
Or like this:
Why is Comparison a great technique?
Comparison campaigns work because they make invisible change visible—showing transformation, progress, or clear advantages through direct contrast.
Makes transformation tangible and obvious
Creates appreciation for difference
Helps people understand your value
Positions you as the evolved alternative
The best comparisons show what different futures look like, then let people choose which one they prefer. When you're comparing to prove a point, you don't have to yell—just show the work.
! When not to use the Comparison Technique
When the 'before' is actually pretty good or when your advantage isn't clear. If past looks fine and future looks only slightly different, the comparison falls flat. Also skip it if you're using comparison to mask problems in your own solution—people will notice you're focusing on what's wrong with the alternative instead of what's right about yours.
Technique first described by www.deckofbrilliance.com