exception

1. General: Occurrence or situation that causes or indicates deviation from a plan, a customary standard, or what has been specified in a document.

2. Shipping: Notation on a delivery receipt or bill of lading which states that one or more packages or merchandise received for shipping is in damaged condition or less than the stated quantity.

3. Title: Conditions such as covenants, easements or liens that limit an owner's right to his or her property.

Few companies can rely on--let alone afford--clever marketing schemes to separate themselves from the competition. Yes, Starbucks made people believe they wanted $4 caffeinated concoctions, and Louis Vuitton lulled people into shelling out $1,500 for denim handbags, but those are the exceptions that prove the rule. If you want to win in business, you need to offer something tangibly valuable that the competition doesn't. Examples: rock-bottom prices (Wal-Mart); ingenious product design (Apple); extreme convenience (Fed Ex).

• Technological Progress and the Consumer
• Standards and Standardization Affecting Businesses