20/09/2026
Finished a great read: No Bullsh*t Strategy by Alex M H Smith.
One line stuck with me. Bad strategy says “we are the best X.” Good strategy says “we are the only X who do Y.”
“Best” is an opinion. Every agency claims it. Nobody can prove it.
“Only” is a position. It forces you to find the thing you genuinely do that no one else does, and build everything around it.
Worth asking yourself, if you run a business, what is your Y?