I’ve never been able to put together a Top 10 list of the best of anything.

I can spot my favourites easily enough. But that’s not the same thing as the best.

It’s the same in work. When I market what I do, I’m not aiming to be the best. Everyone else is chasing that and it becomes an arms race to claim the number one spot.

I’d rather put my energy into being someone’s favourite.
Their favourite facilitator.
Their favourite host.
Their favourite strategist.

The benefits of being the favourite are different. People come back. They trust you. They know you fit them.

Being the best is about comparison. Being the favourite is about confidence.

And that confidence is what matters.