Better doesn’t get noticed. There is too much noise and not enough time to notice better.
Different gets noticed, but can be a distraction. We generally like what we already have, so different is only good when it replaces something that I don’t already like. But. ..
Way better gets both noticed and is desired. The formula is simple: Be better by a factor of ten.
Serve hamburgers to customers in six seconds, ten times faster than McDonald’s, and customers will flock to you. Serve them in forty five seconds and you are simply part of the noise.
Sell a car with a 360 month (30 year) warranty, instead of the standard 36 months and customers will run to you.
Make a deodorant that lasts ten times longer and every parent of a teenager will buy your stock.
The formula to standing out from the competition? Be ten times better.