How would you fill that blank?

The English language recommends ‘best’ as the best option.

But marketing might have a different suggestion. 

In reality, no offering ever remains the best. 

What’s better today can soon be bettered by something else. 

Orkut was the best social network till it was bettered by Facebook, which itself has been bested in various demographics by other peers. 

You can’t own ‘better’ or ‘best’.

They’re relative terms accorded to various brands at different points in time. 

What you can own is the decision to be DIFFERENT. 

Nobody else makes luxury motorbikes as Harley Davidson does, swiss chocolate as Toblerone does, or investments as Warren Buffet does. 

Dreamers have been trying to make a dent in these differentiated brands for decades.

But they’re often guilty of trying to better them instead of designing a new and different category.

Being the only fish in the pond is far better than being the biggest fish in it.