We all want to sell something better than other business do, because we want to attract customers. When we think that our business better than other businesses we usually dedifferentiate and make judgements based on our mental model. Our mental model is our mental model and someone else mental model is someone else mental model. The question is...how we know that our mental model of the business judgement is better than someone else model. The “someone else” thinking the same. He think he is better. In reality we are equal. If someone else in business doing more profit than we are doing now, it doesn't prove, that after one year we will be not making more higher profit than someone else. That doesn't matter. As more you base your business opinion about someone else, the more difficulty you create for yourself to grow your business. Because you and someone else it is all the same. And by thinking about someone else you just waste your resources, your time, your live. If you understand that subject, about all similar resources on the earth are same and have logical start and finish, then you need start thinking how to differentiate yourself like no other do on the planet. The important factors of the product can stay the same, but some important factors for the customer can be added. The difference in product characteristics can be adjusted towards customers needs. The huge benefits of the business attraction can be added to the current business model. The communication models of the business can be adjusted towards modern way of doing things. The natural and hard-to-copy values of your business model should be built on your personal values into the business process towards increase of the consumer attraction and communications. Profitability factors should be build on your uniqueness personality into the business and promoted as many people as possible...not expect someone to come..grow. That how values fitted in the existing business system. The value of difference is most powerful tool today.