"It is about passion, emotion, identity"

“Stop Trying to Be the Best; Strive to Be the Only
The most successful organizations are no longer the ones that offer the best deals. They’re the ones that champion the most original ideas, and do things other organizations can’t or won’t do.
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The first rule of strategy is that how you think shapes how you compete.
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Thirty years after the concept of the value proposition was invented, we live in a world where customers can choose from more options and alternatives than they’ve ever had, where rivals are more numerous and capable than they’ve ever been. In this world, success is no longer just about price, performance, features—delivering tangible and rational economic value that responds to what customers need. It is about passion, emotion, identity—sharing a richly defined values proposition that revisits basic questions about what customers can expect and what organizations can deliver. The most successful organizations aren’t the ones with the most cutting-edge technology or the most radical business plans. They’re the ones that champion the most compelling ideas, craft the most memorable experiences, attract the most fervent customers, and recruit the most loyal allies. That is, the organizations that position themselves as an alluring alternative to a predictable (albeit efficient) status quo.
“Most companies aren’t dysfunctional, they’re dull,”
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That doesn’t mean they’re not innovating, it’s that everyone is chasing the same things, and what qualifies as ‘standard performance’ is always moving up. Success has to evolve to be sustainable. This is not just about strategy, by the way, this is about behavior. You can call a company boring and people don’t get offended. But you tell the individuals in that company that they are behaving in ways that are boring, and things get uncomfortable.”
Translation: Companies that manage to rise above the pack and stand alone, that win big in fiercely competitive times, are those that create a one-of-a-kind presence and deliver a one-of-a-kind performance that is not just a little better than what other companies do. They do things that other organizations can’t or won’t do.”

Trechos retirados de “Simply Brilliant: How Great Organizations Do Ordinary Things in Extraordinary Ways” de William C. Taylor.