How to Stand Out in a Crowded Market

Tens of millions of startups launch globally every year. Founders want to believe they’re building something unique, but crowded markets are the norm. And that’s good. It means the problem is real, people care, and demand already exists. That’s capitalism working.

And AI will only make markets more crowded. Products and services that once required technical expertise are now available to anyone with an idea. AI is flattening the skills curve for everyone.

Narrative is the Moat

In crowded markets, the winners aren’t the companies with the most features—they’re the ones with the most compelling stories.

Starbucks never sold coffee; it sold an experience. When it stumbled and had to close stores, it wasn't because demand disappeared. It was because the brand lost sight of what it was really selling.

Coca-Cola doesn’t win on a secret formula. It wins on joy, nostalgia, and shared moments. Buffett’s right: the brand is the moat.

When products blur together, the narrative you claim becomes the thing only you can own.

What this Means in the AI Era

The brands breaking through in today's AI era aren't necessarily the most innovative—they're the ones offering meaning in a moment when people are anxious about change and looking for leadership.

The companies that will stand out are the ones that articulate: "Here's what's shifting. Here's why it matters. Here's the role we play." That's how you move from competing on features to competing on meaning.

And meaning travels farther and lasts longer.

The views expressed here are Candice's and not those of any organization she is affiliated with.