NEW YORK | Guest post by Evan Horowitz | Do you ever feel like some customers can’t tell the difference between you and your competitors?  I once worked with a leading office supply retailer in the US.  They confided to me that they did research where they stopped customers in their stores and asked, “What store are you in?”  Many customers named the chain’s major competitor. From a unique customer experience to lowering the price, there are many ways of standing out. The secret is to choose only one.