The variety of γ-ray burst phenomenology could be largely attributable to differences in the opening angle of an isotropic outflow or to a standard type of event viewed from different orientations. Motivated by this currently popular idea, we study the effects of varying the energy per unit solid angle in the unsteady expelled outflow by an increase either in the bulk Lorentz factor or in the baryon loading. We apply these models to interpret the observed correlations between variability, luminosity and spectral peak energy and find that while the latter scenario fails to provide a good description, bursts produced by collisions between similar mass shells but with increasingly large Lorentz factors are both more variable and have larger peak spectral energies. We present detailed internal shock calculations confirming this interpretation and discuss the roles various timescales, radii and the optical thickness of the wind play in determining this wide range of behaviors. Finally, we discuss the variety of scenarios in which large variations of the source expansion velocity are naturally expected.