Last week, I saw a friend’s post on Facebook.

He was promoting the relaunch of his company’s website. The opening section stated that <his company’s name> was the world’s leading provider of XYZ services.

Jesus wept.

So did I.

Jesus wept on seeing the dead body of Lazarus.

I wept on seeing the dead body of marketing.

I didn’t tell my friend my instant thought, but I wanted to.

The world’s leading companies don’t claim to be the world’s leading companies. They know they are; so does everyone else.

The companies that claim to be the world’s leading companies are making a claim that only a few would agree with.

Apple, Rolex, and Alibaba don’t think of themselves as the world’s leading companies. But if they were to say that, everyone would agree.

Do we keep claiming that we’re alive? We don’t because we know we are.

If you feel like claiming that you’re the world’s leading company in something, chances are you’re not.