"Do you need to have a brand new idea or invent something radically different in order to create difference? No, not necessarily. Starbucks didn't invent coffee, and Apple didn't invent the smartphone; these companies simply created new experiences of them, which in turn created a whole new set of meanings that we attached to what were once commodities.
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Fifty years ago, the focus of business was dominance. More was the shortcut to becoming an unbeatable Goliath in the marketplace. Today the shortcut to more is to matter —not to be different, but to do something that creates difference. It isn't the person with the best idea who wins; it's the person who has the greatest understanding of what really matters to people.
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Your way forward is not simply to look for opportunities to be distinguishable from, or one step ahead of, the competition. Your job is not to find ways to be the alternative. Just like your favourite cafe has somehow managed to become part of your story almost without your realising it, your job is to become 'the one'."
Trechos retirados de “difference : the one-page method for reimagining your business and reinventing your marketing” de Bernadette Jiwa,
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