In a recent LinkedIn post, Sara Simmonds explores a common pitfall for business founders: getting stuck not due to a lack of effort, but because they are optimizing for the wrong objectives. Simmonds argues that many founders mistakenly focus on being “better” when what truly captures customer attention is being “different.” This distinction, she posits, is crucial for moving beyond mere competition to a position where customers actively seek out a business.
Simmonds highlights the divergent paths of competing versus being chosen:
“Competing means: → Justifying your price → Comparing features → Chasing attention”
According to Simmonds, the act of competing forces a business into a reactive mode, constantly defending its value proposition and vying for visibility. This approach, she suggests, is fundamentally different from the proactive stance of a business that has positioned itself uniquely in the market.
The Pitfalls of Optimization
Sara Simmonds contends that the core issue for founders facing stagnation is a misaligned focus. Instead of striving for incremental improvements that might make them marginally better than rivals, the true path to market success lies in carving out a unique space.
As Simmonds notes, the market doesn’t necessarily reward incremental superiority:
“But buyers don’t care if you’re ‘better,’ they care that you’re ‘DIFFERENT.'”
This emphasis on differentiation, Simmonds explains, shifts the dynamic from a price-and-feature battle to one where a business becomes the undeniable choice. The goal, in her view, is to reach a point where customers actively seek the business out, making the decision feel almost preordained.
The Power of Being Chosen
The alternative to constant competition, as outlined by Simmonds, is the state of being chosen. This occurs when a business has successfully differentiated itself to the point that it becomes the obvious and preferred option for a specific customer segment.
Simmonds elaborates on the characteristics of this desirable position:
“Being chosen means: → Buyers seek YOU out → Decisions feel inevitable → Your category is yours alone”
This state of being chosen is not a matter of chance but a result of strategic alignment, which Simmonds terms “Buyer Psychology Intelligence.” She clarifies that this is not a generic strategy but a deep understanding of the customer’s decision-making process, tailored specifically to the business’s target audience.
Aligning Business with Buyer Psychology
According to Sara Simmonds, true market leadership is achieved by aligning business operations and offerings with the intrinsic decision-making frameworks of potential buyers. This involves a profound understanding of ‘why’ customers choose, not just ‘what’ they choose.
Simmonds poses a direct challenge to founders reflecting on their current market position:
“My question for you today is this: Right now, are you competing or being chosen?”
Her post serves as a call to action for founders to critically assess their strategies and ensure they are not expending effort optimizing for the wrong metrics. By shifting focus from ‘better’ to ‘different’ and understanding the underlying psychology of their buyers, Simmonds suggests, founders can break through plateaus and establish a commanding presence in their respective markets.
📝 About This Content
This article is based on insights shared by Sara Simmonds on LinkedIn.
📅 Originally posted on July 15, 2026 | View original post on LinkedIn →