"The best in the world"

…is a delusion. It’s also rather trite.

So is being “the best in the industry” or “the best in the country.”

Because how can you possibly measure your impact? What metric accounts for ‘better than all others?’

How about merely better instead.

Better than the guys downtown. Better than what’s on display. Better than your friends.

You don’t have to be best in all categories to stand out.

Just better than what's available.