Design for superiority rather than differentiation.

Onur Cobanli поясняет:
When designing a new product, project or service, always aim to make your new product, project or service superior. Aim for superiority rather than differentiation because in the end, what you want to do is to create a product that satisfy the needs of its consumers and users in the best way possible, except a few industries where differentiation might be a keystone part of designs, in general product superiority is the value element that you should seek, superior products are more demanded, more loved and most appreciated than different products, when you use something better, you know it is better, not different, difference comes next, and perhaps occurs naturally as a byproduct of superiority.