Every business needs a USP (unique selling proposition).
Something to set it apart from the competition.
Sometimes it can be as simple as common sense.
Safair is a great example.
They let you use your phone on take-off.
Whilst some other airlines insist you switch off your phone.
Because the other airlines let bureaucrats decide what customers get, whilst Safair uses common sense to decide what customers get.
Safair wins customers by simply applying common sense.