You should read this interesting interview with Michael Crouch for many reasons. One sentence caught my eye:
Some thought we should be selling what everybody else sold because that was much easier to sell
And I ask you – are you selling what everybody else is selling because it is easier? Are you doing what everybody else is doing because it is easier? Are you not standing out and not being remarkable just because it is easier?
If it is easy, there is a good chance it is not worth doing.