Making your product different
To make product different you need to attach it to the customer emotionally. If we talk about ordinary product, like similar type of existing entity on the market, then we have way to attach it emotionally to the customer. Your product or business need to make your customer to feel emotion. That emotion will attract or discard your customer. You need to craft your business to make customer to experience emotions that he come back to buy your product again and again. Concentrate on the message what you want to send to the customer . Concentrate on that impulse. That will be your deterioration. On that message you need to work hard, because no one book teach you how. I can give you only directions. Work on impulse what your business sending customer and study what emotion he experience after receiving this message.