The answer: he was only good at being the same.Nobody remembers same. Bland is unmemorable. Bold is memorable. There are many things you have to do as well or better than your competition. But don’t stop there. Different by itself can be weird or odd; memorable, but not in a good way. Different that is valued by your customer or client is key: they can get sameness anywhere, but they can only get that kind of different from you. It is the extra flourish, the useful bit of information or signature difference that people talk about. They don’t talk about same. Sameness sucks. What are you doing that is different and valued? That’s what will make you memorable.