On being different

Paul Schwend does it by offering clients his home phone number. Michael Wade does it by quantity (posts/day) times quality(value of post) times frequency (regularity of posting). Innocent Juices do it by 'just' appearing to be nice guys. Apple does it by astonishing elegance and design.

Is it the only 'special' thing these people do? No. Is it enough to make them absolutely unique? Clearly not. So why are they doing so well? Because their real 'be different' factor is: they try harder.