Here’s a little secret nobody tells you about building a brand…
You can be average in almost all categories as long as youโre โTheโ best, largest, fastest, or some other …est in one category that matters to your customers.
I love the story they tell about this in the book Made To Stick. Southwest Airlines is โThe cheapestโ. They make every decision based on the question,
โWill this help us be โTheโ low-cost carrier?โ
If the answer is no, they donโt do it. If the answer is yes, they push hard.
This logic has kept them profitable when most airlines are fighting for life. In fact, they hit their 47th consecutive year of profitability in 2020.
Even if your brand doesn’t currently own an …est, you should be chasing one.
Decide where your brand is going to be remarkable and consistently cast votes that help you win the title.
It takes focus on one goal to be remarkably better than everyone else. Unfortunately, you canโt focus on one thing without sacrificing elsewhere.
Choose where youโre going to be โThe …estโ and make every decision for your brand with that as the guide.
People will overlook good in some categories if youโre โThe …estโ in one that matters.
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