same same but different

You'd probably know Michael Porter and his contribution to the world of corporate strategy. One of the 3 means to gain a competitive advantage, as cited in his book with the same title is to differentiate. That's awesome until you take it too the extreme and lose relevance. I have seen first hand on how being obsessed and succeeding at being different have cost a lot in terms of investment and caused loss in business. Being relevant regardless of how un-digital or analogue still trumps. I am always reminded of the story of the Emperor with no clothes - at the end of the day, the customer will respond and they are always right.