Why put so much energy into distinguishing yourself in so many areas that happen to be common to your breed and outside of your core competency? If everyone else is doing it anyway, it no longer separates you from the others. Besides, is it really the reason you are getting out of bed each morning? Probably not.
For instance, local restaurants have sharp online menus, growing churches serve coffee (goof coffee), and office buildings have inviting entryways. Be excellent at these things, but don't be blind to the fact that they will not really set you apart.
Instead, what if you practice what I will call Selective Differentiation? It has two significant benefits.
The first and obvious benefit is that you will focus your core efforts on those inimitable characteristics that will allow you to impact the world unlike anybody else. You add value to the universe as only you can by differentiating in those few and select areas!
The second, and much less obvious, benefit is that you can collaborate with others in your field (yes, even your competition) in those areas common to everyone. Though this represents a colossal culture shift for many people, it can result in leveraging combined efforts, saving energy, reducing expenses, increasing output, and lifting up all parties involved. Again, value is added to the universe, and this time it is because you have worked together to build up and maximize those numerous areas familiar to all.
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