This is a good way of looking at it but how would customers realize that you are trying too hard to compete? I have always thought that competition can always be disguised. I think uniqueness always draws customers.Don't let your customers get the impression that you are competing. If people think you're trying too hard in this way, they'll feel like you're compensating for bad product. The best way to stand out in a crowd is to do your best and don't do what everyone else is doing. Trying to "win" over the others. Being self assured goes a long way.