In competitive situations, the surest way to reduce your odds of winning is to do exactly what everyone else is doing. If playing poker at an aggressive table, you should be conservative. When pitching a real estate deal, don’t talk about buildings – talk about how top companies are trying to get rid of their real estate..
Don’t just go outside the box, go so far out of it that you can’t even see that it was a box to begin with. It’s a sure way to set yourself apart and differentiate. At some point, bring it back around to what they want to know but start by going a different direction.
Another word for this approach: INNOVATION.