Seth Godin, a guru on permission marketing in his post But Your Not Saying Anything, points out that something in your business must tell a story, whether it is pricing or distribution or a vision for a service. Without difference from the competitors, nothing about the business will catch the eye. You’ll just be generic.
What he doesn’t point out, though, is that you can really only change one big thing. If you change more than one, it becomes very hard to sell.