Being unique is the key to custom solutions

There is a very safe approach to business which is favored by individuals who are risk averse. Unfortunately that way of working is not going anywhere. The risks that are associated with business are directly responsible for any rewards that the client of that business can expect. There are basic rules of commerce. If you are risk averse, then you are effectively profit averse. That means that unique solutions have to go against the grain in order to present customers with a real choice. This is not some sort of business rebellion but the reality of marketing today

Using business consultants to achieve uniqueness