OLD: Be No.1 or No.2 in Your Market. NEW: Find a Niche, Create Something New.

Fact is, the work place to a great extent is "where we live." We need star accountants. Boffo saleswomen. Over-the-top creatives in marketing and new product development. And so on. But, since we're effectively talking about "where we live," good sense and good business and "good" engagement throughout the "supply chain," from vendor's vendor to customer's customer, we would benefit mightily-including on the P & L-if we insisted (!) on: "Pleasant." "Caring." "Engaged."

The good news - and it is largely good news - is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark

As a consumer, you want to associate with brands whose powerful presence creates a halo effect that rubs off on you.

He who makes the quickest, coolest prototypes reigns!

And remember: Everything in business is a paradox. To be excellent, you have to be consistent. When you're consistent, you're vulnerable to attack. Yes, it's a paradox. Now deal with it!

Forget all the conventional 'rules' but one. There is one golden rule: Stick to topics you deeply care about and don't keep your passion buttoned inside your vest. An audience's biggest turn-on is the speaker's obvious enthusiasm. If you are lukewarm about the issue, forget it!