We all want to be known somehow or at least I do.
You build credibility through the value you add in your industry, company and even your community. When you hear the name Mike Stopforth your mind connects him with the 27 Dinner and creates conversation. Which reminds me of something Rich said recently, that the market will carve your offering according to individual needs.
Instead of setting out to be different or innovative, create conversation about yourself. We are all more likely to pay for a service offered by someone we've heard about. If your selling point is the difference. What happens when someone else offers the very same service as you?
The fact that people know what you do and how you do it doesn't mean they'll be able to.