Fit in or stand out.
Do what works now or build what works later.
Avoid criticism or seek it out.
Follow the manual or write the manual.
When you define the category, when the category is you and you alone, your marketing issues tend to disappear. At least they do if the category is one that enough of the right people want to engage with.
Faced with the opportunity to become the category of one, we almost always hesitate, almost always compromise, almost always dumb it down to play it a little bit safer.
You may very well become a category of one in a market that's devoid of customers. But you will never become a category of one if you run with the pack.