like many cancers mediocrity does a great deal of damage without being noticed Seth Godin, the well-known American business commentator, once asked his audience – ‘when is the last time you recommended a mediocre restaurant’? The point Seth is making is a very important one. We might eat at an average restaurant if we have […]

like many cancers mediocrity does a great deal of damage without being noticed Seth Godin, the well-known American business commentator, once asked his audience – ‘when is the last time you recommended a mediocre restaurant’? The point Seth is making is a very important one. We might eat at an average restaurant if we have to – but we would not recommend it. We might buy a brand because it is the only one available – but we would not recommend it. The problem is, of course, that so many restaurants, and so many brands, are mediocre. I would argue that most are. Others might argue that this is so, simply by definition. I love tea and never drink coffee.  Every time I go to a café with a friend or business colleague and see how much effort is put into making their coffee, before a staff member drops a…