How high we set the bar determines how high we’ll climb.

As entrepreneurs, I believe we need to carve out a niche. The thing we can be the best in the world at. Our niche will become the rallying cry for ourselves and our teams, and will attract great people and great customers to our companies in the future.

Last week I visited Best Made Co. in New York City. They’e taken this idea to a whole new level. In 2009 they set out to build a better ax, and their brand set the bar high. Six short years later they have carved out a niche and have tens of thousands of loyal followers.

Every day we’re tempted to settle for good enough. Products that are good enough. Experiences that are good enough. People that are good enough.

Good enough will never make us great. And great is the only way to become the best.