Stand at Attention!
"Does it stand out in a flash, or do you need an electron microscope to tell them apart?" -Tom Peters.
I know I'm guilty of this. Coming up with a difference in comparing our company to the competition and falling short of a TRUE difference.
Looking at something with "company eyes" usually leads to this. The illusion that something is truly a difference when, in reality, it's something WE care about, not the customer.
It's important to find the points of distinction that matter to the CUSTOMER, not to the company. Often the best, most effective points of distinction are the ones that make people in the company say, "Boy, I think that's a little extreme."
That's what it takes to stand out.
Going to the edge.