When you are no different from anyone else, you are basically a commodity. A commodity is like all others, has no unique characteristics, and allows its value to be set by the market. Many businesses are truly unique, however, they have no idea how to leverage their uniqueness to its full potential.
You might have something that is significantly better than everyone else - however, others are selling more. Why? You launched your business and had a great initial run, but now competitors are stealing your customers, your sales, your people and/or your business model. And now you don’t know what to do next.