Your corner of the sphere
What sort of novel do you want to write?
What does your restaurant offer?
What about that new record you're recording?
It's tempting indeed for you to seek to be high quality, low priced, durable, with excellent service, less filling, better taste, poetic phrasing, conveniently located, powerful characters and organic. All at once.
But that's not how humans process what you have to offer.
Consider some classic, bestselling novels or memoirs. Snow Crash matters because of the ideas within. Harry Potter worked because the plot kept kids riveted. The language in Patti Smith's Just Kids is perfect, and the characters in To Kill a Mockingbird are unforgettable. Of course, each book has the other elements in some measure, but it's the one thing that sticks with us.
Zappos might have good prices, but it's the service we talk about. Tom's might have fashionable shoes, but it's the pay it forward that resonates. And your iPhone might have good download speed, but it's the design and fashion that we pay for.
All a way of helping you think about the many disconnected points on the edge of the sphere in your industry. Pick one to exceed expectations in, while making sure everything else is good enough.