If you live in a city, chances are there’s a pizza place, or ten, within a few blocks. Each offers a similar menu, competing on the margins and fighting to gain a slightly bigger piece of the pie (pun intended—we’re here all week). So how has a small pizzeria in Hoboken thrived in an oversaturated market?

The temptation for any business, including startups, is to try and cater to the widest audience possible. But instead of having a menu of all the old standbys (Margherita, Pepperoni, etc), they’ve got exotic pies like “Rudolph’s Last Supper”—a seasonal pizza topped with green bean casserole and honey spiral ham.

Of course this means they’ll likely turn off some people who aren’t interested in a more unusual slice. However, it also means they’re not just another boring, commoditized option that has to try and attract new customers with low price offers.

Next time you order pizza, think about Rudolph’s Last Supper and consider how your startup can stand out, be different and create a following. The ingredients of failure (last pun, promise) lie in being in the middle.

Key Insight: Embrace different. Choose a select group to cater to, accepting the fact that some people won’t be into what you’re offering.