There are many ways to be different, ways that lead to Inflection Points.
Yeah, an office building.
Years ago, I had a client that printed a message on a card in outgoing packages, telling the customer that the brand put a "ghost" in the package. Fun, who wouldn't want a whimsical ghost in their home? But you can test it, and you can see if customer loyalty increases when a whimsical ghost message is placed in an outgoing package. If it does, you've just found a creative inflection point.
Customers generate their own inflection points (a 2nd purchase, becoming a loyalty member, buying from a key category).
Marketers influence inflection points by doing something different.