Being first isn’t enough

It used to be important to be listed first in the Yellow Pages.

Having your business start with the letter “A” was a good thing. So starting with letters “AA” was even better. And “AAA” was the best.


We think that the race to the top (Google search) means having more clicks, more likes, more stars, more ads…search engine optimization.

But what if instead of spending our time artificially inflating our status/rank/approval, we used that time to do something that made us better? Something that makes us the best in the world.

Not the entire world, of course. We are talking about the world of the people you serve. Your customers. Their world.

It’s difficult to be the best if we are avoiding the human work that helps us stand out from a crowd.