7:12 AM.
I just woke up.
Bad habit - I grab my phone while still in bed. Quick scroll through the feed.
I guess you have this as well - tonnes of hustlers “sharing” how their AI workflows made them $500K in business. Markets are crashing. Mixed in with a wave of DMs from creatives looking for work.
Bizarre landscape.
“F**k it…” I drop the phone.
Make a strong coffee. Take a sip. And I’m thinking:
💭 Where is all this going?!?
Then a message pops up - some good news for the studio. A little spark. A flicker of sunlight in the brain. The dopamine kicks in.
Reset.
That’s my life these days. Constant ups and downs. A loop of competition, drive, doubt… then back again.
The race
We’re all in it. Whether we realise it or not.
Some people will say they’ve opted out and they’re not playing the game.
Not chasing titles. Not fighting for market share. Not caught in the rat race.
But the truth is - the game is bigger than you. If you live in society, you’re being measured. Compared. Ranked. You’re in the game, whether you chose to play or not.
Your company. Your job. Your income. Your kid’s education. Your healthcare. Your holidays.
All of it depends on what society defines as valuable, and what others are willing to reward you for. We’ve all been trained to compete. Since day one.
Competition is just the market’s way of reacting to comparison. Without comparison, there’s nothing to compete for.
So both (comparison and competition) drive growth.
But is it sustainable?
When we hit the ceiling
I’ve been thinking about all the SaaS products we use. Why we pay for them, what they actually do. They save us time, money, effort. They automate some process. They “do XYZ” through features.
Features that, twenty years ago, felt like magic.
Ten years ago, they were enough to build an entire category around.
Today? They’re becoming the default. Fast.
Most of these tools feel the same - not because they’re bad, but because they become so easy to make. It’s never been easier to build software or design and never harder to make it meaningful.
AI is only accelerating that collapse.
Everyone’s better. Everyone’s cheaper. Everyone’s faster.
And now? Everyone’s replaceable.
You can still win a race - but you can’t win comparison. Not anymore.
We’ve always known comparison was a bit toxic, even before AI showed up. But for a while, it worked. You made something slightly better. Marketed it slightly louder. Priced it slightly lower.
You stood out. At least for a minute.
Now the whole system is cracking.
What’s even harder is letting go of something that’s been wired into us since childhood. We were ranked with grades. Then CVs. Then salary bands, performance reviews, social metrics, and growth charts.
Comparison became the habit behind competition.
And now that AI is flattening everything, making everything “good enough”...
Off the list entirely
Over the past year, I’ve found myself coming back to the same question:
What if the goal isn’t to be better or faster or even “different”? What if the real goal is to never be compared again?
That’s where the idea of Uncomparable came from.
Not “best in class.”
Not “number one.”
Not “more premium.”
Not “better”.
Just… off the list entirely.
Uncomparable is a state where comparison no longer applies, because you’ve redefined the frame completely.
You don’t just look different. You are measured differently… or not at all.
“Incomparable” is the term what we usually hear - but it means so good no one else matches - in other words superior. The best. But that’s still a ranking. Still a hierarchy.
Uncomparable isn’t about being above. It’s about being outside.
No ranking. No ladder. No list. You’re not better … you’re simply not comparable.
It’s something that’s always existed in art, culture, and creative expression. No one compares Michael Jackson to other pop stars. You don’t rank Banksy next to commercial illustrators.
These aren’t just brands or artists. They are cultural categories of one. Because they’re not one of many. They’re the only one that is them.
There’s no benchmark. No chart that makes sense.
You’re not better. You’re not worse. You’re just... you. Fully expressed.
And when that expression is true and aligned and fully claimed, there’s nothing to compare it to.
You’re not playing the same game. You’re not even on the same map.
Uncomparable means stepping outside the frame.
No one can line you up against anyone else - because you’ve become something else entirely.
You’re the only one that is you.
Uncomparison
That’s the idea I’ve been sitting with. And slowly shaping into a framework/strategy - Uncomparison. Technically that’s not a real word.
But that’s the whole point.
Uncomparison is what happens when you choose to stop playing that game entirely.
Most of what we call branding today is just comparison in disguise. Uncomparison is about removing comparison as a factor entirely.
It’s the process of building a business, a brand, or a personal identity that refuses to compete, because it doesn’t belong in the same conversation.
It’s strategy, yes. But it’s also story, self-worth, culture, intention, belief. Expressed in verbal and visual form. It’s not about standing out. It’s about standing alone - and being remembered because of it.
Just thinking out loud…
I’ll share more soon. But here’s the only thing I know for sure:
If you want to thrive in the next decade, you can’t be better. You have to be uncomparable.
If this resonates, hit reply. Tell me where you feel the pressure.
Just thinking out loud. And watching who’s listening.
More soon.
Peace,
Stef
