In the 16th century, Prince William led the Dutch in their rebellion against Spain, then the largest and most powerful empire in the world. Facing a massive army bearing down on his tiny country, Prince William made a bold move: he pulled down several barriers and flooded a large section of the Dutch countryside. The Spanish troops were held up, and the Dutch stood firm and won the war.
When making decisions to purchase, customers choose the brand and company that gives them the value that others can't match. A brand that can show it is different from others, in a way that is relevant to customers, gains a significant competitive advantage. Unfortunately, we are frequently reminded of the lack of real differentiation in most mainstream organizations—and of the opportunities, they are thus squandering.