I could also call this “leverage,” because that’s what it is.

It beckons the questions:

What are you doing?
Why?
Why or how is that any different from anything or anyone else?

I’ve heard both Hugh MacLeod and Seth Godin make the challenge to differentiate. It’s also a challenge to be willing to be great in a way and with an approach no one else is taking.

You can look at it as risky because it might be harder to gain traction. Yet at the same time it could be safer because if you gain any traction at all, you’re set.