It is hard enough convincing the client's I work for of the importance of differentiating themselves. However, If you really want to be successful you need to be more than different from your competitors. Seth Godin, who is really on the ball with current marketing trends recently posted a comment on his blog saying differentiation and segmentation are not enough anymore. Traditional advertisements aren't working. The ads that do work are the ones who "create something worth talking about," as Seth says. That is what sets the fantastic companies apart from the mediocre. It seems so obvious, but it is so hard to convince people to take that risk. How do you break the cycle of addiction to mediocrity?