My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Anti-Positioning Strategy
Positioning your business as the opposite of a dominant trend, using that contrast to create value and differentiation
How It Works
Works by identifying what everyone else is chasing, then positioning yourself as the antidote or alternative that becomes more valuable because of the trend
Components
Identify the dominant trend everyone is following
Articulate why the opposite becomes more valuable
Position your business as the scarce alternative
Use the trend's momentum to validate your positioning
Communicate why your approach is future-proof
When to Use
When there's a dominant narrative or trend that creates scarcity in the opposite direction
When Not to Use
When the trend you're opposing is fundamental and permanent rather than cyclical
Anti-Patterns to Avoid
Example
“While everyone builds AI businesses, Ari Emanuel builds live events businesses arguing that AI makes human experiences more scarce and valuable”