We all want to be best at something, yet to be best is often the most difficult thing to achieve. And by the end of the day, that’s not what matters at all.

Instead of striving for the best, strive to be unique. In order to be heard and noticed, you need to do something differently, you don’t want to be a ‘me too’ business as at least in case of small businesses you can’t survive this way. You don’t have any additional value compared to the big guys.

What people are interested in is something unique, something new that they can be part of. So do something differently, give extra benefits, create value. Instead of saying you're the "best at xxx", say something that actually differentiates you from everyone else.