There are so many brands, so many choices, so many claims, so much clutter. It’s not good enough anymore to be “pretty good” at everything. You have to be the MOST of something: The MOST elegant, the MOST colorful, the MOST responsive, the MOST accessible.

For decades organizations and their leaders were comfortable with strategies and practices that kept them in the middle of the road–that’s where the customers were, so that’s what felt safe and secure. Today, with so much change and uncertainty, so much pressure and new ways to do things, the middle of the road is the road to nowhere. As Jim Hightower, the colorful Texas populist, is fond of saying, “There’s nothing in the middle of the road but yellow stripes and dead armadillos.” Companies and their leaders that play by the same old rules in a crowded marketplace aren’t going to make it. Think different and be the “Most” of something.