Ten years later, I still reference the lessons from Youngme Moon’s Different.

Too many companies copy/paste the marketing and branding phrases of their competitors, then wonder why they don’t attract new customers.

Too many hiring departments copy/paste the job descriptions used by others, then wonder why they don’t get dynamic candidates.

Too many entrepreneurs try to emulate the incumbents, disregarding nuance in exchange for validation, then failing at conversion.

Differentiation is a way of thinking. It’s a mindset. It’s a commitment. A commitment to engage with people—not in a manner to which they are merely unaccustomed, but in a manner that they will value, respect, and yes, perhaps even celebrate.
-Different, pg 225