Piglet: If everybody were like everybody
else, how boring it would be. The things that make me different are
the things that make me, me!
Eeyore: Stand tall.
Piglet: You’re in a class by yourself.
Eeyore: Be proud.
Piglet: You’re not like anyone else. No doubt about it,
you’re second to none ‘cause you’re the one and only one.
Piglet and Eeyore, “You’re the One and Only One,” Winne
the Pooh: Sing a Song with Pooh Bear
It often seems like companies are doing everything to try and
get customers to do more.
But, when a company tries to do everything, it excels at
Since companies only have a limited number of resources, this
usually involves trying to improve their category weaknesses, which
inevitably draws focus away from their strengths. And, by improving
their weaknesses to match the competition—and ignoring their
strengths—and focusing on winning share of mind for their
improvements, they just end up looking a lot like the
This creates competitive environments that are a sea of
sameness. One choice is just as good as another.
It’s hard not to be tempted to want to improve your
weaknesses. Throughout life, whether in school or through
performance reviews, we’re taught that the way to get better is
to improve what we’re bad at. And, this is correct to a degree:
if something is impeding or hurting you or your business, it should
But, being great requires giving up being great at something
If you’ve built a strong vision for your business, you’ll
know what sets you apart from your competition. You’ll know who
you are that they can never be.
So, instead of trying to beat the competition at their game,
beat them at your game. Excel at what makes you unique.
Be the best at what captures the hearts and minds of your