We hear this question all the time: “How do we market ourselves when there are five competitors doing the exact same thing we do?” You can guess what the answer is, can’t you? If they’re really doing exactly what you do, exactly the way you do it, you can’t compete — at least not very effectively. You have to do something different, or do what they do, but in a way they’re not doing it, before you can really start to gain market share. Prospects need a reason to pick you. If you and your competitors are all the same, then a prospect can only choose based on price — exactly what you don’t want them to do. If you’re a penguin, be a red one. Stand out.