I’ve written about being different in Gothenburg. I was told that it was a tourist trap. It probably was, nonetheless, it was great. It used to be safe to be like everyone else, it’s not anymore. If you’re the same, you’re competing on the same level. You’re competing at their level, you need to compare price and quality.
If you’re different, it’s hard to compare you to anyone else. You’ll create fans, who’ll spread the word, and you can set your own prices, and your basically alone – you’ve created a whole new level of business.