[via Seth Godin]

Being *just* good is definitely not enough today…

Customers don’t switch for very good. What they’ve got is already very good! Google wasn’t a very good alternative to Yahoo. It was something far bigger than that.

The only way to beat Google or Kodak or Fotomat or McKinsey or JetBlue or you name it is to be over-the-top better, to be remarkable, to change the game.

It’s a great time to be a consumer. And it’s harder than it’s ever been to create stuff worth switching for.