Successful companies don't need to be the best. Tesla, Airbnb, and Southwest Airlines each challenged a false belief in their industry and became the only solution for their specific audience by offering something distinct and affordable, not premium.
You're not in the business of being the best. You're in the business of being the only. Tesla, right? The false belief they're tackling is there is no way to have clean energy that's not extremely expensive. They come up with an electric car that doesn't pollute the planet but also doesn't break the bank. Two is Airbnb. The false belief they're tackling is traveling is a lot of money because I have to spend it in hotels. So they come in and they say, actually, you don't. You can just stay with a local and save money that way. And the third one is Southwest Airlines, or the false belief that flying equals spending a lot of money. They say that if you're willing to sacrifice some luxury and comfort for flying, you can fly Southwest. It's actually the cheapest option. And think about it. Airbnb doesn't give you the best staying experience. Tesla doesn't give you the best driving experience. Southwest Airlines doesn't give you the best flying experience, but that doesn't matter because of the path they're promising. The cheap airlines path, the environmentalist for upper and middle class people path. They are the best.
