Beachside buoys bobbing in the gentle swell. Generic white versions spotted most frequently, random versions marked with colorful bands interspersed, and then the bust of a cowboy smoking a cigar. Those walking along the shore stop to point and for a photo. Alone this buoy is woth a glance. Surrounded by a myriad of unremarkable buoys it is worth a picture and a remark. Seth Godin amplified the value of surrounded by our competitors.