Infographic of a Purple Cow
In recent years, we’ve witnessed a rapid acceleration in the way businesses evolve—and in how we understand what creates value. Unlike the dot-com bubble of the late ‘90s and early 2000s, today’s tech-first startups seemed destined to dominate the new economy. But what once felt like an exciting shift is now starting to show cracks.
It all looked promising for those of us who grew up with The Simpsons and their uncanny knack for predicting the future. Yet the very foundation of this new economy—innovation at all costs—might also be its Achilles’ heel: a saturation of solutions.
We live in a digital, global economy where competition should fuel quality and progress. But unchecked competition, like a congested midfield, doesn’t just overwhelm consumers—it turns value into noise. And that noise makes it difficult to separate meaningful innovation from feature-stuffed distractions.
Let’s take the AI hype, for example—think of it as England’s Golden Generation dilemma. You’ve got talent everywhere—Gerrard, Lampard, Scholes—but everyone’s trying to play the same central role. The result? Overlapping functions, stifled progress, and a whole lot of promise without delivery.
The Flood of ‘Solutions’ and the Cost of Confusion
Every day, we see another glossy landing page promoting a two-syllable app with inclusive illustrations and an “AI-powered” promise. Startup founders fresh out of accelerators pitch to investors with charts showing hundreds of thousands of users—none of whom have spent a single pound on the platform. Yet valuations are in the millions.
But 2023 and 2024 have brought a new reality. That desert of venture capital forced a mindset shift: growth at all costs is out; profitability is the new religion.
And from a marketing standpoint, this saturation is doing real damage. Digital ad spaces are flooded with cheerful, templated messaging. The same playbook—slightly tweaked—keeps getting rerun. More competition drives ad prices up, which is in direct conflict with the new commandment: Thou shalt love profitability above all things.
Worse still, the abundance of shallow solutions is beginning to create distrust. When every product promises to be “intelligent,” “automated,” and “game-changing,” consumers don’t lean in—they lean away. And that makes acquisition harder. And more expensive.
Rewriting the Playbook: From Tactics to Truth
The solution isn’t louder campaigns or bigger budgets. It starts with a hard look in the mirror:
- What is the real value we offer?
- Is that value truly relevant to the people we want to reach?
If your answer doesn’t hold up outside a pitch deck, it won’t hold up in the market.
This is where the new commandment comes in: Show, don’t tell. Just like in football, it doesn’t matter how good your team looks on paper. If you can’t deliver on the pitch, the fans will know. So will your customers.
How to Stand Out When Everyone Sounds the Same
1️⃣ Proof Over Pitches
Don’t just label something “AI-powered.” Prove it matters.
- Show real before-and-after results.
- Share client outcomes, not just use cases.
- Focus on the measurable impact—cost saved, time reduced, performance improved.
2️⃣ Brand Is Your Formation, Not Just the Badge
AI is no longer a differentiator. Brand is.
- Define a strong identity—one that connects emotionally.
- Tell a story that resonates with your market’s day-to-day.
- Think Leicester 2016: clarity of purpose can beat bigger budgets every time.
3️⃣ Smarter Alliances Over Louder Ads
- Collaborate with brands that bring credibility.
- Partner with players who complement your offering.
- Like clubs who build with purpose (think Brighton’s smart recruitment), your partnerships should feel intentional, not opportunistic.
Purple Cows, Blue Oceans, and the Road Ahead
The theories still matter—Purple Cows, Blue Oceans, Product-Market Fit—but in 2025, they’re just the starting XI. Differentiation needs to go beyond theory and live in execution.
This isn’t about surviving until the AI bubble bursts. It’s about building the kind of brand, product, and promise that earns its place in the market week after week. Like any side fighting for top four, you need structure, purpose, and moments of brilliance that actually deliver results.
Only a few players make it through the academy to the first team. And only a few startups will turn this hype cycle into sustainable success. Those who do will be the ones who:
- Understand their value
- Speak with clarity
- Build with intention
- And show up where it counts
Because in the end, results still matter. The scoreboard doesn’t lie.
Bring it on.
