Seth Godin in his article on pulling a hat out of a rabbit says that:
It’s tempting to do what’s been done before, certain in the belief that if you do it, it’ll be a little better and a little more popular, merely because you’re the one doing it.
In fact, though, that’s unlikely. You’ll care more, but it’s unlikely the market will.
Consider doing it differently:
Consider the alternative, which is choosing to turn the question upside down, to do it backwards, sideways, or in a significantly more generous or risky way.
Remarkable often starts with the problem you set out to solve and the way you choose to solve it.