In the measurement that a company develops a model of business similar to the one of other companies, the capacity from which the yields are very different is small. However, if the new concept is unique in a better form to provide value to the client, the possibility of an important differential in the capacity to generate wealth in front of other companies of the sector can be impressive. If we acted in zones, to say it somehow, already explored previously, the maximum that we can obtain is to scratch a part of the market, if we are something better than our competitors. Otherwise, if we dedicated ourselves to work the zones nonexplored until the moment, we can be first in finding market areas that will provide important yields to us differentials. That yes, only during a time. Until the next time that we must return to make this exercise and to innovate the model to find other that is unique. Unfortunately the unique models, logically, let be it when it begins to demonstrate that they are good and other companies develop them.