Here’s my advice for those who pursue excellence: Stop.
In a business context, “excellence” is meaningless. First of all, it’s too subjective to have any real meaning — whose idea of excellence are we aiming for? And the cost of pursuing that excellence may exceed the rewards.
But most importantly, it’s not what our prospects and customers really want.
What DO they want? The same as what we want — something real. Credible. Something that rings true in their worlds. That acknowledges their aspirations and pains. That offers relief, pleasure or gain. And is backed with evidence to prove it.
See a bit more of what I mean:
[flash http://www.youtube.com/watch?v=MyOBQhnAYFc w=300 h=200 mode=4]
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