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Fit in? Or stand out? Most startups and small businesses would opt for the latter. Nonetheless, it’s notoriously tough to avoid blending into the crowd in saturated markets.
That’s not to say being distinctive is a unicorn dream. Plenty of companies have solved the riddle of how to attract attention in a crowded field. Take Amazon. It’s certainly not the first online retailer; it’s just the one that broke the mold by being totally different.
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