The Three M's of Differentiation
Stand out through your method, messenger, and medium
- Difficulty
- Easy
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 98%
The Three M's explain why two people can discuss the same topic without producing interchangeable content. Method is the creator's approach, interpretation, or way of teaching the subject. Messenger is the individual delivering it, including the person's voice, background, personality, and lived experience. Medium is the format through which it is expressed, such as written captions or video. Differentiation emerges from the combination rather than from discovering a topic nobody has discussed before. A creator therefore develops recognizable content by clarifying how they approach the subject, preserving the personal qualities that shape its delivery, and selecting a format that showcases their strengths. This mechanism removes originality anxiety while retaining meaningful distinction.
Origin
Jasmine Star introduced the Three M's while answering a Russian-born stylist who worried that her Instagram Stories looked like everyone else's. Star used the stylist's distinctive accent to demonstrate how the messenger can make a familiar message compelling.
Core principles
- 01Originality is not required to create distinctive content.
- 02The messenger changes how an audience receives a familiar idea.
- 03A personal method gives common advice a recognizable perspective.
- 04The chosen medium should amplify the creator's natural strengths.
How to run it
- 1
Clarify the Message
Choose a useful idea your target customer needs to hear. Do not discard it merely because another creator has discussed the same subject.
Pro tip Start with a recurring customer question rather than searching for a completely novel topic.
Watch out Avoid copying another creator's wording or presentation.
- 2
Define Your Method
Explain the process, perspective, or practical approach through which you address the idea. Make the reasoning behind your advice visible.
Pro tip Use a client example or distinctive sequence of actions to reveal your method.
Watch out Generic conclusions without a mechanism will remain difficult to distinguish.
- 3
Embrace the Messenger
Retain the voice, experiences, personality, and cultural traits that affect how you communicate. These qualities help the right audience connect with the message.
Pro tip Keep natural speech patterns and relevant personal details instead of imitating another creator.
Watch out Do not erase memorable traits in pursuit of a polished but generic persona.
- 4
Select the Medium
Deliver the idea in the format that best matches your abilities and the audience's habits. A strong writer might use captions while a natural speaker might favor video.
Pro tip Test one written and one video version of a topic to identify the stronger fit.
Watch out Do not force every idea into a fashionable format that weakens your delivery.
- 5
Publish and Refine
Share the combined method, messenger, and medium consistently. Use audience responses to improve the combination without abandoning your identity.
Pro tip Track substantive replies and inquiries rather than judging differentiation by reach alone.
Watch out Constantly changing your identity prevents recognizable patterns from developing.
In the wild
A Russian-born stylist believes her Stories are indistinguishable from other salon content and has worked to suppress her accent. She keeps the accent, explains consultations through her own client-centered method, and publishes the explanation as short videos because speaking is her strongest medium.
→ A familiar salon topic becomes recognizable through her method, identity, and delivery format.
Two educators cover the same coloring technique. One publishes a technical carousel organized around chemical decisions; the other tells a chair-side story on video. The underlying subject overlaps, but their methods, personalities, and formats create distinct experiences.
→ Each educator attracts an audience suited to their particular teaching style.
Common mistakes
Chasing Total Originality
Rejecting every familiar topic makes publishing unnecessarily difficult. Distinction can come from the creator and delivery rather than an unprecedented subject.
Suppressing the Messenger
Removing accents, personality, and lived experience can make useful content feel generic and interchangeable.
Choosing Medium by Trend
Using a fashionable format that conflicts with the creator's strengths weakens otherwise valuable communication.
Is it for you?
Best for
It is best for service providers and creators who worry that their content resembles everyone else's.
Not ideal for
It is not ideal for businesses that have not yet identified a target audience or useful message.
From the transcript
“Three M's message you and I might see the exact same thing, but it's not going to stop you from speaking.”
“Why? Because you're a messenger and I am a messenger.”
“Method, messenger medium.”
From the episode
MUST DO Social Media Strategies for Service-Based Businesses