A few years ago, I was on a popular electronics store’s website trying to decide which Blu-ray DVD player to buy. Its website allowed me to select up to five different models and compare them side-by-side. At the top of the list was the price of each product with all the features and specifications listed beneath.
Once I settled on my top two choices, I began the process of elimination by looking at the two different prices, asking myself what the more expensive model offered that the more affordable model didn’t. As I weighed my options — wondering if the extra features justified the 20% higher price tag — I developed a better appreciation for the importance of being "different."