Tell a prospect/customer that you'll do something, actually do it, and you'll be better than 99% of the businesses out there.
This is how you make great margins, work with people who want you to work with them, and you have no fear of the competition increasing CPC etc. Can also be more rewarding.
Once you have a decade in startups, you realize this is incredibly important. Not only that, when you do seek funding, being unique is a plus: You'll be dismissed outright or you'll be accepted. That's way more useful that being "in the ball pit" for "possible investment in our coming financial years".