Defy Ordinary, Exploit Imperfection, and Captivate your Customers

"It's very common for brands to homogenize. As we look at what successful companies are doing, it's natural to emulate them. This has even been institutionalized in the process of benchmarking. We try to find out what others are doing right, and then do the same thing. It sounds reasonable, but there's a problem. The problem is that when everyone in an industry starts copying the leaders, then, over time, the entire industry starts to look the same, feel the same, and sound the same. There are no differences. Nothing distinguishes one brand from another."