Ever look at the work of a competitor, and scoff?

“We can do so much better!” you might exclaim.

Careful. What does “so much better” actually mean?

If it means you have the ability to outperform a market offer, where you think it’s great but buyers don’t care, did you really make anything “so much better”? Your scoffing may become a yardstick measured against only by you.

But if it means you have the ability to better serve your people in ways they care about, where you’ll bring more meaningful advantage to them thanks to your skills and insights, that’s another matter entirely.

Before you scoff, turn your focus to those in your care: what does better mean for them? And how can you bring more of that into their lives?