Any manifesto designed to separate you from the competition. For this theme, you always want to focus on a perceived negative. Don’t tell us a difference that is positive, such as you care about your customers. Nobody will care. But what if you came out and owned that you don’t care about your customers? Now that’s interesting.
Great versions of these manifestos flip perceived negatives into USPs. To do this, find the thing you’re proud of that’s being attacked, insulted, or doubted. If your competitors insult you for going slow, demonstrate why it’s insane to go fast. If they say you’re behind the times, show how patience gives you perspective that benefits the consumer. Whatever it is, flip it, own it, and make sure you say it so well that they can’t punch a hole in it.
The secret to these scripts is confidence. This manifesto is not for timid brands. You absolutely need to have the confidence to take a strong point of view. If that doesn’t feel good, no problem. Just pick a different theme. The best ones don’t actually talk about the competition directly. They make hard-hitting points that make the competition’s argument irrelevant. The only choice the opposition should have after this is to pick a new attack or focus on something else.
The Fishing Boots
Recast a criticism as a byproduct of value. Good fishing boots smell terrible because keeping out water also means trapping in sweat. Every negative hides a positive. Find yours.
The Barbershop Quartet
Unleash a deluge of good qualities about your product or brand. Two keys: quantity and voice. This only works if you deliver tons of proof points in a charming way.
The Label Maker
Separate your product from the thing it’s most confused with. Think “Mac vs. PC.” They work best when you respect and validate the other thing as good for what it is.
The Factory Tour
Reveal the meticulous craft or care you put into creating something. But make sure it’s different than your competitors. If not, use humor and make it up.
The History Lesson
Take us through an unexpected journey to now. This can be about your company, product, or industry. The key: insight. Show how it’s not at all what we thought it was.
The Scenic Route
Take the long way to a simple point. Make sure you nail your ending before you start writing. Everything must land on your key difference. If so, then write like hell.