Finding the best people in the world

Seth Godin argues that with the proliferation of specialized markets, being “the best in the world” often means excelling in a small niche, rather than dominating an entire industry.

There’s someone who is selling historically accurate 16th-century jousting lances in California for reasonable prices, so if you live in San Diego and want to get kitted out for some equestrian sport at the North California Renaissance Faire, it’s pretty clear who you should seek out for your joust. In this case, the best person in your world is the jousting lance expert—the individual who has mastered this unusual craft and meets your geographical, and perhaps budgetary, constraints in a way that no one else can.

This philosophy also applies to seeking feedback in the workplace. Everyone you work with brings a unique perspective, often completely hidden by their job title. It takes time to discover who the data-driven analyzer is, who the creative visionary is, and so on. Once you’ve identified them, you’ve found your “best person in the world” for their particular lens when you need focused feedback.