If the perfect option existed, they’d buy it. Since there’s no such thing as the perfect offering, people are happy to settle for the Next Best Alternative.
SETH GODIN
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Take any product that is considered to be best in class, and you can quickly find some issues with it. The iPhone doesn’t offer some of the flexibility of Android. A Tesla doesn’t have the same range as gas-powered cars. Gmail is missing some features that other alternatives provide.
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