Move beyond the category's standard promises
Identify what your business enables that the category's familiar promises fail to express. Inception faced that problem as it evolved from a research-led organisation into a provider of real-world AI solutions: its narrative had not kept pace, and promises of speed and efficiency made vendors difficult to distinguish.
Stakeholder interviews, workshops and competitive analysis revealed a more specific proposition. Inception combines machine intelligence with human intuition, creative thinking and domain expertise to help organisations rethink how they operate. Its positioning, "authentic intelligence", shifted the emphasis from technology itself to original invention: helping enterprises do things first, not just faster.
A 2026 audit by Wynter found that 99.1% of audited B2B category-leader websites in software and services made AI or automation claims. Rather than treating a widely shared capability as the difference, examine how your expertise changes what customers can achieve. Use interviews and competitive analysis to identify that distinction, then make the enabled outcome central to the proposition.
Sources: Inception: Unlocking invention through authenticity