A free 60-minute experiment for business owners, founders, marketers, and other people beginning to suspect they’ve been playing the wrong game.
September 23, 2026 at 2:00 PM EST
Stand out.
Find your USP.
Be better than the competition.
Great.
But has anyone ever shown you where differentiation actually comes from?
Probably not.
Instead, the business world gave you more books. More podcasts. More tactics. More AI prompts. More people yelling at you to hustle harder.
It’s as if the solution to being lost is walking faster.
We think you need something else.
There are rules.
Players.
Objectives.
Bosses.
NPCs.
And strategies for winning.
(The problem isn’t that you don’t understand business.
The problem may be that you’re playing with rules that weren’t written for your game.)
For 60 minutes, Paul Pape and Jesse James Wroblewski are going to pull apart some of the accepted rules of business, reveal a completely different map of differentiation, and show you how companies become difficult—sometimes impossible—to compare.
No motivational speech.
No “10 social media hacks.”
No vague command to “be different.”
We’re going looking for where different actually comes from.
September 23, 2026 at 2:00 PM EST
Most businesses looking for differentiation immediately start digging around the same four places:
There’s just one problem.
None of them are on the map we’re going to show you.
During this live session, you’ll discover the hidden forces businesses can use to create value in the mind of the customer—and why companies that appear to have absolutely nothing in common can actually be using the same underlying strategy.
Once you see it, a lot of businesses you’ve admired suddenly begin making sense.
And your own business may start looking very different too.
September 23, 2026 at 2:00 PM EST
You’ll discover:
And you’ll leave with the map.
Not another shovel.
September 23, 2026 at 2:00 PM EST
Paul understands the game: the rules, players, objectives and mechanics that determine who wins—and who spends another year wondering why working harder hasn’t changed anything.
Paul has spent his career hearing “that’s impossible” and shipping it by morning — custom collectibles, one-off builds, props a TV crew needed yesterday. Somewhere in the pile he cracked it: business isn’t a grind, it’s a game, and most people only lose because nobody handed them the rulebook. His Gamify system reads the board, finds the mechanics, and turns “work harder” into “play smarter” — then hands you the map and grins: your move.
Jesse spent years studying businesses that became impossible to ignore and reverse-engineering where differentiation actually comes from.
The result became his Universe of Differentiation and eventually the larger Marketing for Supervillains framework: a system built around refusing commoditization rather than politely competing inside it.
