Many of us at our core, don’t believe we’re exceptional. This is a costly mistake…and it’s the reason we think we need to do something gimmicky in order to stand out. You are exceptional, actually. But you can’t have it both ways. You can’t be in business for very long if you don’t believe in yourself. You can get away with it for a while if you have a huge advertising budget, but even then you have to pick up the slack with actual awesomeness, or it’s all doomed.