The Purple Cow- I’m borrowing the term from Seth Godin because it’s quite perfect.
This should really be the first item on your list no matter what you’re offering to the market. Forget about being a winner in the minds of the customer if there’s no true commitment to being the best, or better yet, the only one doing it. Be Remarkable! And, make it more memorable with a great story…because that’s what people remember, and that’s what they buy.
Unfortunately, it’s too often about making money first, and building something great last.