Don't be a cow. Be this...

Seth Godin's classic "Purple Cow" theory.

Assume your competitors are matching your quality and bringing their best packaging. To win, you can’t just do what they do—you have to radically differentiate yourself. You have to show a level of commitment and unique value that makes it impossible for someone to say no. Don't play it safe. Dig deep, take a risk, and break through the noise. If you aren't remarkable, you are invisible.