Back in the late 80's when guitarist competitions were in vogue, I made finalist in a couple of them. One of them, everyone had to use the same amp. My 'hang out' store was supplying the amp (an Ampeg solid state) and one that I'd palyed through a million times at the store. In the practice area, I took my time for warm up and dialed in the tone I normally did. I had several guys come in and ask How I got that sound out of a very generic mp. So most of the player just used my settings. When it came for me to play, I plug in without changing a setting and played (didn't win...rightfully a monster Albert Lee styled finger picker did). Anyway, watching a playback tape at the store a few days later, a couple of the salesmen said how much my tone was better than everyone elses. One of the competitors was there and said that everyone used my setting.
The difference, my fingers are my tone. I don't think I'm the most amazing player in the world but good enough to do feel I have my own thing and always strive really play it like I mean it. I think that's key. Every time I play I aim for that magic moment when you feel like your channeling it and not just going through the motions.