It's really easy to say what everybody else is saying.  And upon first glance, it works pretty well.  As long as you're shouting the same things as everyone else on the wagon, you'll have plenty of people listening.

If you're across the field on your own wagon shouting something completely new and original, you'll have even more people listening.  Because they're sick of hearing the same old.  

Of course, it's not that simple.  If the people on the other wagon are shouting louder than you, nobody will hear you.  While original content will surely attract attention, the loudest content will attract the most attention.

So how do you become new, original, and louder than everyone else?