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This week’s focus: The good news in business is that you get to choose the playing field that your company plays on. You can determine your target customers, the products and services you offer them, the channels you reach them through and the geographical reach of your business. You can choose to be a newsagent on a street corner in Morecambe or a global luxury goods brand. It’s your choice.

Whatever playing field you choose, though, the bad news – or perhaps the even better news – is that you must be the absolute best at what you do. You must lead your market so that your customers can’t imagine going anywhere else.

This might mean being the cheapest, the fastest, the most responsive, the friendliest, the hottest, the most hassle-free, the most bespoke, the cleanest, the most helpful, the calmest, the coolest, the most reliable or the most caring. Or some combination of these or other attributes.

What is your business clearly the best at in its market right now? And what steps are you taking to become even better and more important to your customers in the future?

Off the record: Best of You by Foo Fighters

I’ve got another confession, my friend

I’m no fool

I’m getting tired of starting again

Somewhere new

Were you born to resist, or be abused?

I’ll never give in

I refuse

Is someone getting the best, the best, the best of you?

© Stuart Cross 2016. All rights reserved.