[Shadow84]

in my opinion this article (and maybe the book written by the 37signals guys) only looks at part of the equation. To what it boils down for them is being better than your competition. The old credo was being better in total which the article describes as one-up the other. The 37signals approach is being better at a subset. They say you have to focus on things where you can be better.

What this leaves out completely is the approach of being different. Why do it the way everybody else is doing it? IMHO there is a huge potential in a lot of areas which could be used by a different approach to solving problems that have already been solved.