You’re opening a new laundromat that will face competition from four local establishments that roughly resemble one another on the surface: brightly lit, efficient machines, not too crowded.
Imagine you open a bar-slash-laundromat that serves up drinks to its patrons while they wait. It’s a dark, steamy joint that’s noisy and crowded. A quarter of the dryers are regularly out of service.
The majority of the townspeople outright reject your bar-slash-laundromat, but no matter. For those fiercely loyal customers who share your vision, you’re the only game in town.
Better is subjective. Different is obvious.
100 Words of Fortitude 