It is easy to be different but what does it mean to be ‘interestingly different’ for your industry/customers? Specify a definition/framework.
Example: The nature of software development means that it is easy to produce superficial novelty. Nintendo developers constantly ask themselves “….are you aware of being involved in something that has never been seen before? are you able to lose yourself in that newness?” – This focus on involvement (as opposed to beauty, speed, or power for example) has helped them to develop systems which are ‘interestingly different’.
Source: Katayama, O. (1996). Japanese business into the 21st Century: strategies for success.