Why it matters
Sameness is expensive: undifferentiated businesses fight for every deal on cost and lose the moment someone's cheaper. Real difference (in specialty, method, proof or experience) shrinks the comparison set, sometimes to one.
How it works
Durable differentiation comes from choices competitors won't copy because copying would cost them something: a niche they can't serve, a method they haven't built, a stance they won't take, proof they don't have. Claims anyone can make ("quality", "service", "passion") differentiate no one.
What to do about it
List why your last ten wins chose you: in their words, not yours. The recurring reason competitors can't claim is your differentiation; put it at the centre of the message and sharpen the choices behind it.