“Good is the enemy of great,” wrote Jim Collins goodreads.com. That simple truth hits at the core of why settling for “fine” or “good enough” is so dangerous for any business aiming to grow. When founders and teams start thinking “This is fine. It works. It’s good enough,” they enter a comfort zone that quietly strangles innovation and ambition.

Most websites might be nice to look at – polished layouts, trendy color schemes, glossy images – but let’s be brutally honest: the majority of them are essentially pretty landfill. They sit out there on the internet, taking up space, adding to the noise, and delivering little value. Sure, they’re visually appealing, but they’re also piled high in the digital dump, largely ignored and unvisited.

There’s a common temptation among early-stage entrepreneurs and small business owners: save money by going cheap on branding. Maybe you DIY a logo, pick a bargain-basement design service, or reuse the same generic branding playbook every other startup is using.

Feature for feature, spec for spec, price for price – it’s easy to assume these are the battlefields where businesses win or lose. Founders often fixate on building a better product, a faster widget, a cheaper solution. But in our crowded, hyper-competitive world, the hard truth is you’re usually not competing on the product itself. At least not for long. Competitors can and will match your features or undercut your prices. The real competitive battlefield is the meaning attached to your product – the story, the brand, the why that lives in your customer’s mind.