I think we have to constantly remind ourselves that we have to choose — good or great, those are the options. Or in the words of Seth Godin, good enough or remarkable.

Good enough is beyond reproach. It's safe at the same time it represents quality. Good enough demonstrates effort and insight and ability. People rarely get fired for good enough, which is a shame.

If you redefined the objective to be, "makes some people uncomfortable, changes the entire competitive landscape and is truly remarkable in that many of the key people we reach feel compelled to talk about it," what would happen?

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If you've read Jim Collins', "Good to Great" then you'll probably know the phrase, "Good is the enemy of great." If you want some opinions on the flip side of the coin, have a look at the trackback links (the ones at the bottom) in the blog.