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Differentiation is a trap.
You think the problem is that you're not different enough from competitors. So you tweak your offer, adjust your messaging, add features nobody asked for.
Meanwhile, the consultant charging 10x your rate isn't more different. They're more certain.
Certainty creates positioning gravity. When you speak with absolute conviction about what works and what doesn't, clients stop shopping around. They don't need three more quotes because doubt just left the room.
Premium positioning isn't built on being unique. It's built on being definitive.
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The Conviction Gap
Most experts hedge:
"This approach might work for you"
"In my experience, this tends to help"
"Results may vary, but generally..."
Category leaders state facts:
"This is how it works"
"Do X, you get Y"
"Here's what happens when you ignore this"
The difference isn't arrogance. It's pattern recognition you've seen enough times that doubt isn't necessary anymore.
Real examples:
Alex Hormozi doesn't say "value stacking could help your offer." He says "your offer sucks because you don't understand value equation."
Chris Voss doesn't suggest tactical empathy. He teaches it as non-negotiable negotiation physics.
Naval doesn't hedge on leverage. He states laws.
They've run the pattern 1,000 times. Certainty is earned pattern recognition, not personality.
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How to Build Conviction Positioning
1. Catalog your pattern library
What have you seen work 10+ times?
What have you seen fail 10+ times?
Those aren't opinions. Those are laws in your domain.
2. State them as laws, not suggestions
Weak: "You might want to consider positioning yourself more narrowly"
Strong: "Broad positioning guarantees commodity pricing"
Weak: "It helps to have social proof"
Strong: "Without proof, you're asking strangers to trust words"
The truth doesn't hedge.
3. Build your conviction hierarchy
Tier 1: Absolute laws (works every time, no exceptions)
Tier 2: Strong patterns (works 80%+ of the time)
Tier 3: Context-dependent (works when X and Y are true)
Lead with Tier 1. State it definitively. Back it with your pattern count.
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Clients don't pay for options. They pay for certainty.
When you present three approaches and let them choose, you're a service provider.
When you diagnose their situation and prescribe the solution, you're an authority.
Authority commands premium because it removes decision paralysis.
The conviction test:
Can you complete this sentence without hedging?
"If you're [specific situation], you should [specific action] because [law from pattern recognition]."
If you can't state it that cleanly, you haven't seen the pattern enough times yet. Go run it 10 more times.
If you can state it that cleanly, charge accordingly.
Save this to remind you when you need it
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FREE TOOL: Conviction Positioning Worksheet
Your Absolute Laws (seen 10+ times):
Your Strong Patterns (80%+ success rate):
How to state them without hedging:
Replace "might" with "will"
Replace "could" with "must"
Replace "in my experience" with "here's what happens"
Want help systematizing your expertise into conviction-based positioning? Reply with subject line 'SETUP HELP' using the email you signed up to Beehiiv with, or check out Beehiiv's platform at
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Behind the paywall: The conviction positioning script (how to present your diagnosis + prescription in client calls without sounding arrogant)
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