Being the best in the world is what we ought to and can aspire to in this increasing connected world.

1. Be the Best in the world
People just don’t have a lot of time these days. And they don’t want to take too many risks. People
always prefer to select the “best”. With limited capacity to explore the options, we intentionally narrow
our choices to those at the top.
Everyone does this – in every aspect of our lives. For service providers, the rewards for being at the top
are enormous. Being at the top also means there is scarcity. Scarcity allows the winners to charge a
premium, to be successful, to endure, to be the best.
Anyone that is going to buy from you is going to wonder whether you are the best choice. Best for them.
Right now. Based on what they believe and what they know. And in the world, as in their world, the world
they have access to.
World is a pretty flexible term. The mass market is dying. There are now a million micro markets. You
define the world you want to work in. Best is also subjective. The consumer decides. The ‘world’ is selfish.
It’s my definition, not yours.
Designate Lite.doc | Commercial in-confidence 16 July 2008 | 2
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