Businesses want to be ranked #1 in the eyes of their customers; they want their businesses to be talked about. However, there are many businesses in the same industry, targeting similar markets, fighting for the same potential clients’ attention. The same is true for politicians: they compete with each other for the same voters.
If you want your customers to select you instead of somebody else, you need to be different. It is not enough just to be different, but also different in a way your customers will appreciate. For instance, if you are the only one in your industry packaging the items in a blue case … this will make you different; but maybe is something your clients don’t care much. On the other hand, if you are the only one in your industry offering free shipping, chances are that you will be at the top if the rest of your service also matches your clients’ expectations. You have to find what makes your business unique (usually called “unique selling proposition” in marketing terms) and tell everybody.