What I mean by it is that your unique sound and style should be present in your performance.
Some people do not know how to connect with the sound their producing and how to own their voice.
They're simply copying to the T, the original singer, while covering the well known tune, or use the same sound they like in their so called original tune.
My specialty as a master vocal coach/consultant for many years, is to discover and uncover the artist's true spirit/voice.
I truly believe that your voice is your spirit and it has to be flown unlimitedly off of your physical body and to the universe, so to speak. And needless to say, the sound has to be flown upon design. After all, when the spaceship is launched, the astronauts or the tower are not guessing where it's going to end up - on the moon or on Mars. They pre-count and pre-design the destination, and means how the spaceship will get there, much in advance.