Small Business Marketing Blog from Duct Tape Marketing

John,

I think it's very sound advice to aim for doing one thing better than anyone else in the world. If you don't at least aim for it, then what's the fun?

Seth Godin's new book is really quite good. He says almost the same thing, though he also spends time explaining how to define "world," since it will vary based on what you're trying to do, and who your competition is.

My favorite example of this is Santorini...I've blogged about it before...Santorini (Greece), if people don't know the name, is that island with the white, blue doomed churches overlooking the ocean.

Santorini is THE island to go to in Greece because of those images...outside of the Acropolis, they're probably the most famous thing in Greece...and they are beautiful.

The funny thing is, that for locals, Santorini sucks, because the nightlife's not that great, nor are the beaches. There are hundreds of greek islands...yet tourists always start at Santorini.

All because of those churches on the cliffs (which, by the way, are only one small part of a relatively big island). Do one thing amazing, and you'll beat out Paros and Naxos and Ios and Corfu, even if they are more fun, because when people think of the Greek Islands, they think of Santorini, and white churches with blue domes.

As Seth says...being the best in the world (or at least in tourists minds) is seriously underrated.

John, thanks for that quote by Beverly. I have had another quote by her on my bulletin board for years:
"You may be disappointed if you fail, but you are doomed if you don't try."

A wise lady, an incredible talent, one who will be missed.

So what is your one thing?

Deborah
www.websitespeopleread.com
www.bizinformer.com