What do you do better than anyone else in your industry? Do you have a unique point of view? An outspoken founder whose voice you can leverage? Here, you are looking for your hook that will let you cut through the clutter. (If only your customers knew this about you they would love you.)
Conversely, are there tactics and angles you know you can’t own because of resources or another constraint? It’s good to consider this ahead of time, as it helps you narrow down your choices.