Be unique, but don't be sloppy

Great Seth Godin posts today: "Little scraps" and "Would we miss you?" Here's my summary of the two: today, people have too many alternatives, so you can't afford to be sloppy or incomplete. And because people have so many alternatives, you have to stand out by offering something irreplaceable. It's good advice, both for organizations and individuals. So, what are you doing to give people no other alternative when they're trying decide who to call?