Every business has the potential to do this, either by identifying what already makes its company, brand product or service compelling (and then shouting from the rooftops about it), or by focusing on a new Marketable Truth. That truth must be authentic, however. Fiction will only work for a while. Identifying the unique competitive factor (or set of factors) that will set your business apart, help move it to the next sales plateau and keep it moving, is absolutely critical, because customer choice is increasing. If you don't choose to differentiate today, the only choice you give prospects and customers is more of the same tomorrow.
Takeaway: Figure out what competitive advantages you have that the "other guy" doesn't have. Shout about that.