Don't Tell Me Who You Killed, Tell Me How You'll Help Me

A few days ago, I saw two posts on X in a row. The first one said, “We killed Deloitte.” The second one said, “We just killed OpenRouter.” Honestly, as soon as I read those words, I stopped reading both posts.

When I’m looking for a new product or startup, I don’t care if they beat another company. I care about how they can help me. Will this tool save me time? Will it make my work easier? Will it solve a problem I’m struggling with? These are the things that matter to me. If a slogan only talks about killing a competitor, it doesn’t answer any of them.

Saying you killed another business can feel very aggressive and arrogant. Many of the companies being mentioned are still tools that people use and trust every day. Bragging about beating them doesn’t make me excited to try your product. It just makes me feel like you’re more focused on a fight than on your users.

More than that, it just doesn’t sit right with me morally. These businesses are made of real people who spent a lot of time and effort building them. Celebrating “killing” another company feels harsh and unkind. I don’t think that’s something to be proud of.

To be fair, this kind of slogan might work for marketing. Shock value can get clicks and likes in the moment. But clicks don’t always turn into loyal users. If someone stops reading after the first sentence, like I did, then that slogan has already lost them. If you can show you’re already making more money than the company you just “killed”, then maybe you can use that slogan :)

Instead of telling me who you beat, tell me what you offer. For example, say “We help you save five hours a week,” or “Get faster answers for a lower price.” These kinds of messages are clear, helpful, and make me want to learn more. That is much more powerful than any brag could ever be.

At the end of the day, I just want to see startups that care about their users. So don’t tell me who you killed. Tell me how you’re going to help me. That’s the kind of message that will make me want to stick around for much longer.