Be Different or Be Dead

Why blending in will kill your business... and what to do instead.

Roy Osing joins Alyssa Nolte to challenge the way we think about customer relationships. He argues that most companies play it safe, repeat the same empty promises, and forget the one thing that truly matters: being different in a way customers actually care about.

This isn’t theory. Roy took a startup to a billion in sales by focusing on what makes people feel seen, valued, and connected. Alyssa pushes on how this applies today, in a world obsessed with AI and trends, and the conversation delivers real lessons for anyone trying to grow.

Why listen? Because if your brand sounds like everyone else, customers won’t notice you or stick around. This episode shows you how to rethink strategy, stop chasing buzzwords, and build loyalty that lasts.

Key takeaways:

• Differentiation only works if it matters to your customer—not just to you.
• Needs are satisfied... cravings drive loyalty and premium growth.
• Emotional connection beats technology hype every time.