In his book, "Save the Cat", Blake Snyder describes how to write a good movie screenplay.
One of his pieces of advice has to do with the theme of the movie (what the movie is about). He says it's helpful if the movie is the 'same thing,...only different.' The idea is if someone is considering what movie to go watch, he needs to be able to fit it into his mental map of the type of movie it is, before he'll go see it.
I must admit it is (a little) heartening when I read a news article whose point of view substantiates the advice we provide business owners.
An article on CNN about Rick Harrison of the tv show "Pawn Stars" describes his secrets of success. The article lists five secrets -