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’? I would argue that the point Seth is making is a very important one. We might eat at an average […]

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’? I would argue that the point Seth is making is a very important one. We might eat at an average restaurant out of convenience – 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, while 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…