A common mistake people commit in marketing anything is assuming they control the narrative.
While marketers can help nurture the acceptance of a narrative, they have no ability to control it. As a matter of fact, in almost all cases, no one has this power. It is one specifically reserved for the culture to wield.
Don’t try to explain to people who you are, what you do, or why you’re better. That’s a tired, zero sum game. Instead, just be those things.
The narrative will create itself.