Know Why You're Different.
Much as I espouse the need to be different, I was pulled up short in my scanning of Hugh's thoughts on entrepreneurship when he opined
11. If an average guy in a bar can understand what you do for a living, chances are you’re halfway to becoming a commodity.
I disagree - I think you must be able to explain to the average guy what you or your company does because even if he isn't your customer, he's likely to be your customer's customer, and it will clarify your own thinking. But if he can understand HOW you do it, then you're definitely lacking barriers to entry and about to get shafted.