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.