Without ‘wow,’ you’re just like everyone else. Wow is the big differentiator that sets you apart from others. Wow is the main ingredient that demolishes mediocrity.

In a world of similarity, with similar businesses in similar locations, selling similar products and services at similar prices to similar people, how does one remember you?

What do you do that makes you remarkable? What do you have that makes people take notice of you and talk about you?

Wow is a state of mind and a series of actions as simple as being kind, or as easy as doing something unexpected. It’s the spice that makes an impact on everyone you meet.

Companies are spending (actually wasting) millions to figure out how to be different … coming up with positioning statements that say they’re bigger, smarter, faster; they’re innovative and unique and are out of the box.

Rather than focus on being different, you may be better to focus on how you’re going to “wow” people so they remember you. Because many are doing nothing, the smallest wow can easily make a considerable impact – making you stand out from the others and be remembered.

Joel Cohen is the founder of CEO Stars – www.ceostars.com – a unique concept with a community of over 105 ad agency CEOs. Cohen is also the founder of Dreamland, USA – ‘An Imagineering Community’ – that helps leaders accomplish their ‘impossible.’