Marketers (and all human beings) are well trained to follow the leader. The natural instinct is to figure out what’s working for the competition and then try to outdo it — to be cheaper than your competitor who competes on price, or faster than the competitor who competes on speed. The problem is that once a consumer has bought someone else’s story and believes that lie, persuading the consumer to switch is the same as persuading him to admit he was wrong. And people hate admitting that they’re wrong.

Instead, you must tell a different story and persuade listeners that your story is more important than the story they currently believe. If your competition is faster, you must be cheaper. If they sell the story of health, you must sell the story of convenience. Not just the positioning x/y axis sort of “We are cheaper” claim, but a real story that is completely different from the story that’s already being told.

Seth Godin, author/entrepreneur (from Be a Better Liar)