If everybody is using the same tools, playing the game with the rules dictated by the same processes, then, where is your competitive edge? You have just become another ordinary firm! When innovative approaches become wide spread, "they become less of a differentiator, much like a commodity" (Nicholas Carr). Think about electricity or running water. How much difference do they make for your business? Use unique tools that can be custom fitted to your special needs and start your creative engines to achieve game changing results.