Who is the most average person you know? What is the most average restaurant in Boise? Which professional football team was the most average last year? It’s not always comfortable to hear, but in the eyes of the typical consumer, average is invisible. None of us can snap out the answer to who the most average might be but all of us have strong opinions and nearly instantaneous responses to questions about who is the BEST. Responses that are so strong, we even self-identify and fight for our beliefs about who might be the “best”.
The point is not who actually IS the best, but rather who gets noticed, who gets market share, and who does not. It’s on us to figure out how we want to show up, who we want to see us, and how we are going to ensure that we don’t fade into the invisible background of “average”.