To Be Special

In order to be special, first you need to be special against something.

The bigger that something is, the more room there is to be special against it.

A very large amount of that something is called a monoculture. Monoculture is the fertile ground for people who can offer special things.

I've made this mistake too many times: offering something special without framing it against a monoculture, and the thing feels mundane.