In today’s society we are driven by the idea of being number one. We celebrate Championship teams like our beloved Louisville Cardinals. Moms on the playground brag to one another about how their nine month old is achieving milestones faster than other babies the same age. In your small business, you want to be the best at increasing profit, the best at customer service, and the best place to work. We want to be the best to all people at all times. If Russ Smith isn’t the best player of the game, every single game, is he still a superb player? If our baby begins walking at 15 months vs. 9 months are we any less of a mother? If my business doesn’t have the name recognition as McDonald’s, do we still have a place in the marketplace?