For generations, marketers and sales people have tried to differentiate their products, their services and themselves.
This has become more challenging than ever, because customers are convinced, in our land of plenty, that any product or service they buy could be purchased somewhere else, from someone else. Just about everything has a substitute.
So, if you want your customer to see you as different, why not focus on something that he believes is different? Instead of trying to differentiate yourself, why not show him that you recognize he is different?