Whilst the non standard approach helps us develop demand, the standard approach acts as camouflage. In short: Taking the standard approach pushes us into the background. High demand is the result of a non standard product, service or situation. Let's work together and grow your business. To find out more click here! Great advice -- learning to "Stand Out" from the crowd and be unique is one of the hardest things for people to realize is a necessity for their business. I love this statement: "The more we copy others in what they do, how they do it and how they market it, the harder we will find it to get noticed." Our company motto is "Be Memorable" -- you want people to remember you and your product, otherwise, you will get lost on the shelf. Great post -- I think a lot of people do one of the two extremes which is where they run into trouble. They either take the "safe route" and completely emulate an existing idea (thus they can't differentiate themselves) or they come up with something totally off the wall (the next big idea) and then waste time and money convincing people they need their product. I think where Apple succeeded, was they took products that were aleady in demand (phones, mp3 players), but then took those products and created a unique angle. Something as simple as making their devices white instead of black set them apart from what everybody else was doing. This is