Photo by Marissa Lewis on Unsplash
Liquid Death sells water.
It’s not a breakthrough supplement, a new category, or some proprietary formula. Just water. And yet they’ve built a cult brand worth hundreds of millions.
They didn’t compete on hydration. They didn’t try to convince people their water was scientifically superior. Instead, they built identity. Tallboy cans. Metal aesthetic. “Murder your thirst.” They turned a commodity into a signal.
Same product. Different positioning.
Most creators are selling water too.
Coaches, consultants, agencies, writers — from the outside, the underlying service often looks similar. So when growth stalls, the instinct is to improve the content. Better hooks. More consistency. New formats. Another platform.
But content usually isn’t the problem.
If the positioning is generic, the content will always feel heavy. You’re trying to generate energy around something interchangeable, and that’s exhausting.
I’ve felt this myself. There was a stretch where I was doing solid work and posting consistently. Engagement was fine. Nothing was “wrong.” But something felt flat. Conversations were polite, not decisive. The content didn’t compound.
The issue wasn’t effort or skill. It was that I hadn’t made a few hard decisions yet: who this is really for, what I stand against, and what I want to be known for. Once that sharpened, everything got lighter. The writing tightened. The right people leaned in. Not because I became more talented, but because I became more specific.
If your content feels flat right now, check a few things:
Could someone confuse you with three others in your space?
Do you stand for something clear, or just competence?
Are you building around a point of view, or just deliverables?
Would people follow you if they didn’t need your service today?
If that last one stings, it’s not a content problem. It’s positioning.
Most founders don’t need more ideas. They need a sharper narrative, clearer positioning, and someone willing to challenge the blurry parts.
That’s exactly why I built Creator Catalyst. It’s not about posting more. It’s 1:1 work focused on tightening your positioning, installing structure, and holding you accountable so your content compounds instead of competes.
If you’re serious about building something unmistakable instead of interchangeable, you can read the full breakdown here:
DM me “CATALYST” and I’ll send you the doc with more information.
Stop trying to make water interesting. Make it unmistakable.