“A slow drift to the middle kills many great brands.” — Jon Schleuning
Jon’s right. And the scary part? Most companies don't see it happening.
The drift to the middle isn't a decision. It's a slow accumulation of small ones, and each move feels reasonable in isolation.
You add a feature because your competitor did. You broaden your positioning to capture a new segment.
Here's what makes it so dangerous: the middle feels safe. It looks like maturity. It presents itself as a strategy. But it's a mirage.
The middle isn't a market position — it's where brands go when they stop believing in their own point of view.
The companies that win stay on the edges. They're specific about who they're for. They say things that not everyone agrees with. They make positioning choices that close doors on purpose.
That's not recklessness. That's conviction.
When your brand stops standing for something distinct, it starts standing for nothing. And nothing doesn't win deals. Nothing doesn't attract great talent. Nothing doesn't build a category.
The drift to the middle is a defense posture.
Defense doesn't build brands. Conviction does.
So here's the honest question: Is your brand getting sharper over time, or softer? Are you leaning into your point of view, or quietly hedging it?
Stay on the edges.
