A good friend of mine, Scott Fehrenbacher, coined the phrase virtuous mediocrity. When I heard him say it the first time, I immediately adopted it into my vocabulary. Its definition simply put is, settling for less than excellence because it's for a good cause.
Good enough is a dangerous place to be. Will it get you by, probably. Will others know you settled, maybe. But in the end, it wont set you apart.
Jesus is a great example - take his first miracle, it wasn't just good wine it was the best.
As a brand excellence communicates value. How well you value the relationship with your brand community comes out in your willingness to be remarkable and do everything with excellence.
Some recommended reading for excellence:
Seth Godin - Is good enough enough?
Tom Peters Excellence Blog
Mark Batterson - In a Pit with a Lion on a Snowy Day
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