"Oh, nobody does that!"
Let's switch gears and look at something Seth Godin once (probably more than once) said.
"Find out things that are 'just not done' in your industry and do them."
Seems pretty straight forward, right?
So why are there so many copycat companies out there? Why does any customer have to say, "Well, that's how everyone does it...so I guess I have to live with it."
"Everybody" put lots and lots of stuff on their search engine/portal front page. That's how it was done. Enter Google.
"Everybody" made flying somewhere frustrating, just another service and nothing special. Enter Southwest and JetBlue.
If everybody is doing something, you know exactly what not to do. In finding the thing that "everybody" is scared to do, you find success.
What say you?