There are approximately 25,000 drivers of yellow cabs in New York City. But only one has been featured in the New York Times, the New York Daily News and the Huffington Post. Mansoor Khalid turned his taxi into a "candy cab" where the rear deck is kept fully stocked with candy that's free for any of his passengers. He also put in a special music system that lets riders plug in and play their own devices. You can even turn on the special lighting inside to flash fluorescent bulbs and turn your cab into a nightclub on wheels.
Not surprisingly, Khalid has thousands of followers on social media. And he has a steady stream of business from people who don't want to take any other cab–they want his cab. There are 25,000 other cab drivers who do exactly the same job he does. He's not necessarily a better cab driver. But he's found a way to stand out.
You don't necessarily have to be better than everyone else to stand out. Whether you're a student, counselor, or college, look for ways that you can give people something they didn't expect, something that makes them happy or improves their lives like Mansoor's candy cab does. Then keep doing it over and over again. You'll be standing out no matter how crowded your market or the pool of applicants.