This is the most repeated marketing cliche’.
But at what stage your differentiation starts making meaning ?
10-15 % – Nobody will notice.
15-35 % -consumers will notice ,will appreciate your efforts and promptly go back to using their current brand
35-50 %- now you are being noticed,some potential customers will try your brand, and if they have a super experience, they will switch.
above 50 %- this is it.now you are creating a new niche’.This is the area,where you need to be. If you are launching a new product, it better be completely different than the market leader.
If you are offering something marginally different and better than competition-don’t waste your time.You have a ghost of a chance to succeed.