We all have different ideas of what ‘best’ means:

Being “the best in the business” only matters if the buying criteria defined by “the business” aligns with your own. The best restaurant in the business isn’t best for a Brit when it’s all the way in Singapore.

Being the mainstream “people’s choice” only matters if the mainstream has the exact same requirements you do. If you – and those like you – have needs or preferences unique to you, going with the mainstream winner won’t be “best” at all.

Being the best in “the world” means you need to know what “the world” consists of.

Being the best for those you wish to serve means knowing who they are and what they need from you. What “the business” or the mainstream think about your work is tangential.

How well do you know the specific world you’re trying to be the best in?