Howard Schultz, CEO of Starbucks said
"Whatever you do, don't play it safe. Don't do things the way they've always been done. Don't try to fit the system. If you do what's expected of you, you'll never accomplish more than others expect."
Being successful is about being different. There are so many offerings in the market place that if you are not clear how you are different you will just get lost in the crowd. People are attracted by difference, so stand out. One of my favorite pieces of writing focuses on the value of being different:
"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can praise them, disagree with them, quote them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."
Apple Computer Advert, 1997.