Do not compete to be the best, rather to be unique Is there a difference between being the best and being unique? Definitely! There is a great qualitative gap. The category of "the only thing" exposes extra-ordinary, special, exclusive conditions, to the point that for this reason it is not populated and has only one exponent. Is it possible, they may ask, to be unique in something when the planet is populated by millions of individuals, companies, projects and propositions? It is not easy, but it is possible. And in fact it is a competitive imperative for those who intend to prevail and be successful. In one way or another, all professionals and businesses compete to be "the best" at what they do (at least they don't strive to be mediocre or bad). This causes the category where they register to be tremendously populated and have complex dynamics. On the other hand, and no less important, acting in this category conditions visions and behaviors that cann