We can learn something from the rules of the wild.

Biologists studying zebras in the wild discovered something that flipped all their assumptions.

They watch the zebras, but they look down at their notes and then look up they got confused about which zebra they were looking at because the striped camouflage is actually protection for the herd. The scientists solved this by dabbing red paint on the horns of the zebra or tag it with an ear tag.

Then they discovered an amazing thing. The predatory lions would kill these painted zebras in disproportionate numbers. As soon as it became identifiable the predator, the predators could organize their hunt to target the specifically tagged animal.

The the old idea that lions and predators take down the weak animals, but they don't; they take down the identifiable animals.

Most marketing gurus will tell you that the secret to success is to differentiate. There is no dearth of literature on ‘point-of-difference’ and how crucial it is to survival and success.