You don’t have to be number one in your industry. Seriously, you don’t.

You must be the business a customer thinks about when they want to solve their particular problem.

Nuh-uh. There’s the best, and then there’s the rest.

Why be the best in an industry when you can be the best in a smaller segment?

Think about it.

To be the best in an industry, you have to be exceptional in…

• several skill areas

• Hiring of powerful people in key areas

• Access to large quantities of resources

• Oh, and it doesn’t hurt to have the providential luck of being first and memorable too.

Got time for all that?

Focus focus focus.

You do have time to be the best at one narrow thing.

———

Sometimes being the best means showing up and taking a stand.

———

Ok, we lied.

Your narrow segment could become the most valuable subsegment in the industry 5, 10, 15 years from now. You’ll be the best, exceptional even.

Focus. Best at it, not everything.

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