It is getting harder and hard for businesses to differentiate themselves. Jill gave me a great example of how someone might differentiate themselves. However, if they focus on restaurant menus and help the restaurant design menus that engage the diner and increase the average ticket, they can truly differentiate their offerings. Not only do they need to differentiate themselves but they also need to earn buyer credibility.  I believe every B2B company today should have a really well done FaceBook Fan page.  Jeff). Focus on story-telling.