Google wasn’t the first at building a search engine.
Leo Babauta wasn’t the first at blogging about better habits.
[insert your favorite music artist's name here] wasn’t the first at making a great pop album.
Whenever I think everything has already been said and done, I remind myself of this: when the current leaders and top players were just starting up, the situation was just the same for them. They didn’t let it discourage them: instead of inventing something totally new, they got to work and did something that had already been done — doing it in their own way.
It doesn’t always work out. Bing hasn’t been able to beat Google. Google+ hasn’t replaced Facebook.
But it’s liberating to know that you don’t need to be totally different from everyone else to be remarkable. It’s enough to be a bit better than the competition. In the eyes of your ideal customer.