the only_________ that ____________

Last Thursday I was invited to Neutron's Brand Workshop. This session "Radical Differentiation" consisted in a (powerpoint) presentation of Marty Neumeier's brilliant book "ZAG" and a number of exercises in which different concept was applied to "troubled" brands (Home Depot, CNN, Delta and Radioshack).

My favorite exercise was the orbituary writing:

"The shack has closed. Radioshack was not about selling electronics but about educating people on integrating technology in their lives. Empowering creativity through educational programs, promoting efficiency and sustainability with refurbishing solutions, they raised the quality of life for all. Leveling the technology learning curve their legacy has revolutionized the way we live together. For all that we say Thank you and may they rest in peace."

Being radically different is essential in standing out (duh). If you can't say "I am the only _____ that _____" move elsewhere, reposition, watch the others, and when they Zig, you should Zag. Being radically different however is not easy. The best radical differentiation is not the one we fabricate for ourselves, but the one that comes from our roots, the one we were born with.