we are all wEird
Don't be an alternative, don't be just one other option of the same thing, the same product, the same service, the same type of person.
What makes you, you? That is a big question. Here's a start, it is not your body, your skill, or even your memories. If some or all of those would go, we would still recognise you as you.
What is it that we recognise? I believe it is your desires, your passions, your obsessions, your quirks
So what is it that you like, that no one else likes?
What does your organisation 'like' to do that no one else does?
Get skin in the game, embrace the weird.
Read, We are all weird, by Seth Godin