This very simple parable highlights the importance of segmentation. Your goal to create competitive SEPARATION not just advantage—what really makes a difference to the target customer’s buying decision. And you B to B guys, don’t think this doesn't apply to you---IT DOES.
Everyone who eats at your restaurant expects a good cup of coffee, and it's difficult to wow them, because, of course, your competition is working to do the same thing.
But of course, it's not everyone who wants a cup of coffee. Some want a cup of tea, or a cup of herbal tea, and those folks are used to being ignored, or handed an old Lipton tea bag, or something boring. What if you had thirty varieties for them to choose from?
Everyone who stays at your hotel expects the same sort of service, and it's difficult to wow them, because, of course, your competition is working to do the same thing.
But of course, it's not everyone. Some people travel with their dogs, and they're used to being disrespected. What if you gave those people a choice of a dozen dog toys, three dog beds and a special dog run out back?
When you delight the weird, the overlooked and the outliers, they are significantly more likely to talk about you and recommend you.