Not the absolute best in your category but the best for the group you promised to help. It’s hard to win a game to be the best pizza place in your town but you can certainly be the best for a specific group of people who share your values and care about what you care about.
This means that we must focus on their values and what’s important to them—specializing in that and ignoring everything else that doesn’t contribute to it.
Being the best isn’t about winning awards or beating competitors. It’s about serving and delighting our specific audience better than anyone else, about understanding their needs so deeply that our solutions feel custom-made.
It’s about making decisions through the lens of their values, not market trends. About saying no to opportunities that don’t serve them, even if they look profitable.
When we commit to being the best for our chosen group, every choice becomes clearer, every innovation is more focused, every step forward is more meaningful, and every interaction makes the community stronger.