Your startup should have a unique aspect or unfair advantage that demonstrates why it will grow faster than competitors.

Be explicit about what differentiates your product from competitors, especially in a crowded market where many offer similar solutions.

When starting a company in a noisy environment, entrepreneurs should focus on breaking through the noise and consider doing something contrarian to stand out.

If you want to stand out in a crowded market, you need to create a unique value proposition that resonates with your audience and addresses their needs.

Your startup's unfair advantage is essential for attracting investors. It should explain why your company will grow faster than competitors, and it must be related to growth potential.

Defensibility in startups often comes from doing something unique that others aren't pursuing. The most enduring companies typically find ways to differentiate themselves from the competition.

As a small startup, it's better to highlight your strengths, like direct access to founders, rather than trying to appear larger than you are.

Instead of competing on being faster, better, or cheaper, focus on what makes your product disruptive, discontinuous, and defensible.

When pitching, founders need to demonstrate why their startup is the exception to the typical failure rate of startups.