You can't win by being more average than average.
Ideas don't get smaller when they're shared, they get bigger.
Remember the Bob Dylan rule: it's not just a record, it's a movement.
You gain converts by winning at something the existing provider didn't think was so important.
Making promises and keeping them is a great way to build a brand.
Quality is not an absolute measure. It doesn't mean 'deluxeness' or 'perfection'. It means keeping the promise the customer wants you to make.