Know what you stand for before someone sells you something to stand on.

An empty spot where your values should be does not stay empty for long. Brands, apps, a confident person with a strong opinion: plenty of things are ready to fill it, and most of them are selling something on the way through. Having your own answer already in place makes you much harder to move, because there is no vacancy.

Write down three things you will not trade, in your own plain words rather than slogans. Keep the list short enough to hold in your head while somebody is talking. The pitch becomes obvious once you already know your answer.