Have you ever heard of the book World of Wonders? Probably not. Yet Barnes and Noble has named it their “Book of the Year.” As a result, it received prime display space, a special banner, and hype within its chain.
This book is one of hundreds (thousands?) that could have been given this arbitrary distinction. It doesn’t have the highest sales, most awards or any empirical difference. Someone just chose to highlight it.
What’s in your organization that deserves the spotlight? You don’t have to have external validation or even a rational reason why you choose something to be the “best of” or “favorite” or “____ of the year.” In a world full of excess information, help narrow the focus of your clientele to direct their attention in your favor.
