LUCID LABS · DIFFERENTIATION STRATEGY
Anyone can build it now. Why should customers choose you?
Every product has a blind spot: the way your audience sees you that you can't.
I find it, and make it your edge.
Irma Mulyana · Former Strategy Manager, APAC/Global Campaigns at Fandom (2019–2026)
THE PROBLEM
Building got easy. Being chosen didn't.
Everything looks alike:
When anyone can ship a polished product, polish stops being a reason to pick you.
You're too close to see it:
You know why your product is different. Your audience only sees what's on the page.
Spend won't fix sameness:
More ads behind a lookalike message buys more people who scroll past it.
HOW I SEE IT
I look at your product from your audience's seat.
01
The fan's-eye view
Years of audience-led campaigns taught me why fans pick one product over a near-identical one.
02
Across
cultures
I read both sides: how a brand sees itself, and how a different audience will actually receive it.
03
Meaning, not just messaging
What you say is half of it. I look at what your brand signals, and whether that's what actually sets you apart.
START HERE
The Blind Spot Snapshot
Your product, side by side with three competitors, seen the way your audience sees it. Written, async, no calls needed.
Where you blend in with your competitors
Your blind spot: what your audience notices that you don't
One positioning line to stand on
Three message angles to test
THE WORK, IN PUBLIC
See how I think before you hire me.
EXPERIMENT 01
The Zero Audience Experiment
Two products in a crowded market, zero audience, fixed hours. Every number, every week, misses included.
FIELD NOTES
Investigating the psychology, sociology, behavioural, and branding principles that shape how people think, choose, and connect.
WHO'S BEHIND IT
Hi, I'm Irma!
For nearly seven years I was Strategy Manager for APAC and Global Campaigns at Fandom, shaping audience-led campaigns for gaming, entertainment and tech brands from China, Japan and Korea launching in the US.
Before that I built sports and media partnerships at Mahaka Sports Group.
The work I loved most was the same every time: finding what made one brand worth choosing over the one next to it.
Lucid Labs is where I do that now.
Not sure what you need yet? Tell me what you're building.
Send me your product and the competitors you worry about. I'll tell you honestly whether a Snapshot is the right start.