The New Reality: Everyone Has the Same Stack

In the past, building a product meant you had a technical edge, be it custom code, infrastructure, or deep engineering expertise. It wasn’t within anyone’s reach. But that’s no longer true. No-code platforms and AI development tools have made it easier than ever to design, build, and launch digital products. The barrier to entry has entirely collapsed.

In fact, as of early 2025, there are approximately 30,800 SaaS companies worldwide, and this number is expected to almost double by the end of the year. It is safe to say that most of them rely on a small set of widely adopted technology stacks.

Code and infrastructure have become commoditized; they are accessible, replicable, and often indistinguishable. This democratization of technology has led to an explosion of products that look, feel, and work almost identically. They share a similar UI and offer common features and functionality. And when everyone is using the same tools and frameworks, the result is a sea of sameness. And one thing ends up missing: a soul.

In this new era, what truly sets a product apart is no longer how it is built, but why it exists and who it resonates with. Your story, strategy, and identity are now your real competitive advantages.

Your Biggest Levers: PMF and Brand

In a world where everybody uses the same stack and technology, and in turn, gets the same results, the two most powerful leverage points for startups are Product-Market Fit (PMF) and Brand. One brings people in; the other keeps them coming back (and telling others).

PMF: The Foundation You Can’t Skip

Product-market fit means building something people actually need and are willing to pay for. In other words, your product or service needs to solve a real, urgent issue for a specific group of people.

No amount of branding will save a product that doesn’t respond to a genuine demand. And startups that achieve product-market fit see significant boosts in customer retention, organic growth, and user advocacy.

That said, once someone finds a viable niche and achieves PMF, it doesn’t take long for clones to follow. This is where your second lever comes in.

Why Branding Matters

When pricing and features can be matched almost overnight, brand is what makes people choose you. It’s not just about how your site looks, and if it is aesthetically pleasing. It’s about what you stand for, how you speak, and how you make people feel.

Brand creates an emotional differentiation. It builds trust and creates an emotional connection with customers, making them more likely to choose your product over competitors, even if their features are similar.

Without PMF, there is no sustainable business: users won’t stick around, and growth will stall quickly. But once PMF is achieved, look at your brand as your moat. In a world of “good enough” tools, it is what helps you stand out and separates you from the competition.

Building a Strong USP in the AI Era

In the age of AI, having a unique selling proposition (USP) is more important than ever. Technology has leveled the playing field, and markets are now flooded with similar solutions. To differentiate themselves, startups and brands must craft a USP that combines technological innovation with real human value.

What is a USP?

It’s a clear statement that defines what makes your product, service, or idea distinctive and better than its competitors. It highlights a unique benefit or feature that others do not offer.

A real USP answers this question: Why should someone choose you over a dozen nearly identical alternatives?

To work well, your USP has to solve a real problem, speak to a specific audience, offer a distinct value, and tap into an emotional driver.

Now, with so many similar products out there, how do you craft a really strong UPS that will set you apart? Let’s dive in.

Key Principles for a Great USP

To build a meaningful USP in this era of sameness, there are a few boxes you need to check.

First, leverage human touch and emotional intelligence. AI can automate, optimize, and personalize, but it cannot replicate authentic human connection, empathy, or trust. A powerful USP should highlight the human values, expertise, or mission behind your product to foster credibility and create an emotional connection with your audience.

It then has to solve specific problems and bring tangible benefits. Start by identifying a clear pain point in your target audience. Your USP needs to convey how your (AI-powered or not) solution distinctively resolves this challenge, offering measurable and lasting benefits.

It’s also important that you highlight what makes your solution different from the rest and what you uniquely do well. Think beyond features and about delivery, tone, values, and design philosophy.

Also, ask yourself why anyone should care emotionally. Rational benefits matter, but emotional ones stick. Are you saving time, reducing stress, making users feel in control, or proud?

You should also focus on clarity and conciseness. In this noisy AI-driven market, your USP must be instantly understandable. Use concise language that communicates your unique value in a single sentence or short pitch.

Here are two USP examples you can use: “Our [product/service] provides [key benefit] by [unique feature], which helps [target audience] achieve [desired outcome].”

Or

“We at [your company name] help you [fulfill need] by/with [unique feature].”

Finally, if your USP makes a bold promise, ensure you can deliver. The best USPs are supported by real results, customer testimonials, or data that prove your unique value.

In an AI era, where anyone can launch a (similar) polished product fast, your unique selling proposition is your clarity. It tells the world why you exist, who you are for, and last but not least, why you are worth remembering.

Real-World Examples: Same Stack, Different Souls

Plenty of successful companies were built on near-identical stacks, using off-the-shelf tools, shared APIs, and frameworks. But what made them break through wasn’t their codebase. It was their clarity of purpose and distinctive brand identity.

Here are three examples of companies that share the same technical foundation, but couldn’t feel more different:

Notion vs. Coda

On paper, these two online workspaces are nearly identical: collaborative docs, flexible tables, integrations, and modern web stacks. However, their aesthetic, feels, and overall brands make them notoriously different.

On one hand, Notion is designed for creatives and structured thinkers. Its minimalist interface, soft tones, and design-centric philosophy promote calm and clarity. It’s marketed as a space for ideas to breathe.

Coda, on the other hand, targets builders and problem-solvers. Its positioning is more technical, offering automation tools, buttons, and logic-heavy functionality.

Where Notion feels like a personal studio, Coda feels like a productivity engine. Same core product category, but totally different emotional pitch.

Linear vs. Jira

Linear and Jira are two software programs meant to streamline project management and product development. They are both powered by modern JavaScript frameworks, offer similar integrations, and target software teams.

While Jira is a heavyweight, deeply customizable, and enterprise-focused, Linear emphasizes speed, clarity, and craft. Its UI is intentionally minimal, its copy sparse and elegant. Jira is seen as functional but bloated, whereas Linear feels more intentional and modern.

By presenting radically different feelings and philosophies, the two tools are able to appeal to different audiences.

Arc Browser vs. Chrome

Technically, both browsers are built on Chromium, the same open-source browser engine. They run the same extensions, load pages with the same speed, and comply with the same web standards. However, they feel completely different.

Arc tries to redefine what a browser is. With playful interactions, a sidebar-based UI, and a community-driven vibe, it feels like a creative playground.

In opposition, Chrome is more of a utilitarian, neutral-looking tool. It works as the default, while Arc makes a statement. Again, it’s not the tech that separates them, it’s the story they tell.

In each of these cases, the stack is very similar, but the soul is entirely different. Each of these brands didn’t build unique products, they built clearer identities. This is what makes all the difference.

Actionable Framework: Vision, Values, Voice, Visual Identity

So far, we’ve covered why your stack no longer sets you apart, why brand is your moat, and how to build a compelling USP. But how do you actually build a brand with soul, one that creates meaning, not just functionality?

Here’s a simple yet powerful practical framework to help you craft a brand that stands out and sticks: Vision, Values, Voice, and Visual Identity.

Vision: What future are you trying to build?

Your vision is your “why.” It’s not about what your product does today, it’s about what kind of future you’re trying to create.

Great vision statements are daring, specific, and motivational. They act as a north star for your team and a unifying message for your users.

Ask yourself: What belief do you, as a company, hold about the world, and how does your product move people toward that better future?

Values: What do you stand for as a company?

Your values are the principles that guide how you build, communicate, and grow. From product features and hiring to brand messaging and customer experience, they help you make decisions on all fronts, ensuring consistency and integrity at every touchpoint.

Strong brand values are specific and actionable, show up in your product and culture, and help customers feel aligned with you.

Define 3 to 5 values that are distinct, real, and specific to your brand.

Voice: How do you sound and speak?

Your voice is how your brand sounds, whether it be in copy, emails, onboarding, or even error messages. It's how personality comes through in every interaction. Playful or serious, formal or casual, energetic or calm: your voice sets the tone for how people experience your brand emotionally. It shapes how users perceive your intent, values, and trustworthiness, and it helps create familiarity and connection over time.

You can create a brand voice chart with examples of “dos and don’ts” for language, tone, and messaging. Use this chart as a filter for writing anything, from your landing page to your product updates. Over time, your voice will become second nature.

Visual Identity: What do you look like?

Your visual identity reinforces everything else: your taste, your values, your vibe. It includes your logo, typography, colors, UI design, and imagery.

In the age of AI branding, your visual identity should not be about being trendy, but about being intentional and consistent. Your visual style should reflect your values, support your voice, and resonate with your audience.

Ask yourself: “If someone muted all our words, no copy, no tagline, would our visuals still communicate our vibe?” If the answers align with your values and target audience, you’re on the right track. If not, it’s time to realign your visual system with your brand’s soul.

These four elements (Vision, Values, Voice, and Visual Identity) create your brand foundation. When aligned with your USP and PMF, they become a strategic moat that competitors can’t clone and allow you to craft more than just a product, but a unique experience.

Same Stack, Different Story

When your stack is commoditized, your story becomes your strategy. Your brand - the way you make people feel, what you stand for, how you speak, and what you look like - becomes the true lever. It’s what users remember when the features blur together.

The companies that break through aren’t just built better, they’re better expressed. They know who they are, what they believe, and who they’re for. And they communicate that with clarity, consistency, and conviction.

So yes, build the thing. Ship fast. Use AI. Use the same tools as everyone else. But don’t stop there. Invest in your vision. Create an experience. Be memorable.

At Miyagami, we help startups go beyond the stack, crafting brands with clarity, conviction, and staying power. Whether you’re launching your first product or repositioning in a crowded space, we’ll help you shape your identity, voice, and long-term differentiation.

Let’s make sure your product doesn’t just work, but resonates. Contact us today.