Differentiation

Do the same thing as everyone else and you'll get the same thing as everyone else. If that's what you want - swell. If you dare to be different, go for "better". Figure out what better means and make sure you're a lot better. Being marginally better isn't going to matter. You might as well be worse. It's hard to tell the difference between a little worse, the same, and a little better. Nope - you have to go with significantly better if you want to stand out. Chances are you'll give up something (could be margin, could be control, could be sleep), but you have to do it. Make sure you're right about what better means. Being boldly better wins attention.