After reading Walter Isaacson's biography of Steve Jobs - amazing read - plus watching Joshua Michael Stern's movie Job, one philosophy really stood out and is relevant to our industry.
When it comes to your competition, be different not better. Start by asking "how do you want your customers to change?"
And when you've created a distinctive service culture or unique product that speaks to a niche market, don't settle for anything short of excellence by applying the litmus "how can it be better?"
Soon after, the market will try to fit into your square hole.
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