Strive to be as different as possible – make your business completely stand out by differentiating yourself from your competition.  If you spend all your time just trying to be better than your competition, you still just blend in with the crowd in the eyes of the consumer.  Instead of being another business with claims that you’re better, let them see how different you are.  You can have the best-looking black jacket in a room full of people wearing black jackets – or you can wear the red one and have EVERYBODY notice you. 

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