Are you the most of anything?

“In an age of overcapacity, oversupply, and utter sensory overload, it’s not good enough to be “pretty good” at everything. You have to be the most of something: the most affordable, the most accessible, the most elegant, the most colorful, the most transparent. Companies used to be comfortable in the middle of the road–that’s where all the customers were, that’s what felt safe. Today, the middle of the road is the road to ruin. What are you the most of? Or, to put the question another differently, If you do things the same way everyone else in your field does things, why would you expect to do any better?”

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