We often talk about what we do, but not enough about what we don’t.

We proclaim what we do well, but rarely, what we abstain from.

We are loud about what we say yes to, but we rarely talk about what we say NO to.

Kroger is bold enough, as shown in the image below, to focus on what is NOT in their food, rather than what is.

If you are talking about what is NOT common between you and your competitors, don’t just focus on what you are. Instead, consider being more vocal about what you are NOT.