Do you hold you or your organization to the standards of everyone else around you or to some higher standard? If you say, “Well, they do this, so can we” or “I know this isn’t great, but it is good enough,” you will earn the distinction you deserve. None. If you choose not to stand out, don’t be surprised that when it comes to recognize stand outs you are not included. If all you have to give is what everyone else gives, you are not giving the best of who you are.  The standard you meet becomes your brand.  Not being the worse is not the place you want to be.    No one talks about the company jumping the low bar, no one wants to evangelize for the low bar, and guess what people want to pay for the low bar?  A little bit less than the price that the next company crossing the low bar is charging.