If you’re selling the same things and doing the same things as everyone else, you can only be as good as everyone else. Leaders are different. For example, all the major airlines use a hub-andspoke system to shuttle passengers-except one. Southwest Airlines flies point-to-point. Southwest Airlines is the only major airline that makes money these days. Up until the 1968 Olympics, most high jumpers used a feet-first approach called the Western Roll. Dick Fosbury had a different idea. He ran to the bar, turned his back to it, and jumped headfirst. He won the Olympic Gold Medal. Today, this is called the Fosbury Flop and it’s the standard high jump method. It was once said of the band, The Grateful Dead, “they are not the best at what they do, they are the only ones who do what they do.” As a result, with no major hits, they became one of the biggest selling bands of all time. The point is, don’t compete head-on. Find an angle that you can call all your own and own it.