(Extracted from The Pumpkin Plan by Mike Michalowicz)
Find your “EST.” When you’re the “est” of something—the biggest, the brightest, the smelliest—you can create your own curve. To find your “est,” go back to your Area of Innovation (AOI),
… If your AOI is price, then obviously you need to be the cheapest date around. If it’s speed and efficiency, you could be the fastest (duh), but you could also be the easiest, or the readiest, or the handiest. If your AOI is quality, then you’ve got a lot of “est” to play with. You could be the prettiest, the boldest, the happiest, the smartest…