There are debates on whether Differentiation or Distinctiveness is more important. In my opinion, both are essential and must work intandem for maximum impact. Local celeb Richard Low has both, which enables him to be nominated for the Most Popular Award yearly.
Markets are evolving constantly by the changing macroenvironments. Even for a “tze char” stall (stir-fry eatery), blue oceans, or new approaches to the business that makes competition irrelevant, are possible.