*Typing*

Enterprises approach competition in two ways. Both are wrong. They either slip on their rose-colored glasses and tell themselves "A rising tide lifts all boats". Or, they go after their competitors publicly, duking it on billboards, magazine ads and bizarre comparison charts.

Let's begin by picking apart the former. John F. Kennedy is credited with saying "A rising tide lifts all boats." Unfortunately, Kennedy wasn't talking about competition but instead economic development within the United States. In this context, the adage is true, a thriving economy allows individuals and businesses existing within that economy to thrive.However, what's not true, is that all competition within a given industry can thrive. Business is very much a winner-takes-all affair. If you don't take it all, someone else will. Your objective should be to destroy your opponents totally and completely. Market leaders might pretend the water is warm, but it's nothing more than a PR stunt to keep from appearing like they’re a monopoly.

Now, on the opposite end of the spectrum, it’s unwise to go after your competitors publicly for a few reasons. One, you owe your competitors a certain level of respect (despite wanting to crush them). You two are playing the same game, after all. Two, by going after your competitors publicly, you bring unwanted attention to them. You’re essentially giving them free advertising. Three, public feuds are a distraction from innovating inside your own enterprise.

When it comes to your competition, play fair. But, have no mercy.

Humanity needs great creative directors now more than ever before. As AI continues to make it easier to ship mediocre creative work at scale, the creative director’s job becomes paramount. They must stand at the kitchen pass and function as the tastemaker, deciding what work is worthy of serving the customer and what work is not. Up to this point, I’ve been unimpressed with the taste displayed by those wielding AI.

Copywriters, designers, videographers and prompt engineers brag of its abilities—which I must admit are impressive—however much of the work I’ve seen leaves something to be desired. This is where the role of the creative director is so hugely important. Agencies and enterprises need leaders with exceptional taste and strong conviction to differentiate between great work and mediocre work. As these individuals are experiencing the work, they should not be told whether it was made by AI—or with the help of AI—until after their decision has been made. If the dish tastes good, the creative director sends it through. If the dishes tastes funky, it’s returned to the kitchen.

Develop your taste. I don’t care if you’re an aspiring chef, entrepreneur or graphic designer—develop your taste. Take a good, long look at anyone creating meaningful work. You will see that it wasn’t their skill that came first but their taste. With time, they became so inspired by their taste, they wanted to create something themselves that could live up to it. In other words, they honed their skills to make something worthy of their taste. You shouldn’t be a snob about many things in life. Your taste, however, is an exception. Watch great films. Read gorgeous books. Spin brilliant records. Eat delicious food. Study extraordinary people. Consume. Consume. Consume. Develop your taste. Refine your palate. Your skills will follow.

When Jobs took back his throne in 1997, Apple was a shell of what it once was. It was facing bankruptcy with over $1 billion in losses and just 90-days of cash left. During his exile, Apple had released a number of failing products that were bleeding the company dry. So what did Jobs do? He got ruthless. He cut anything and everything that wasn’t profitable or necessary. He pulled the plug on the LaserWriter Printer, shuttered the QuickTake Camera, slashed the Newton MessagePad and canned the game console Pippin. Jobs then refocused his company’s efforts and resources on just two product categories: Desktops and Laptops. To say Jobs’ ruthlessness was effective is an understatement. By the end of the following year, Apple was once again profitable. When things aren’t going well for us in life or business, our natural reaction is to do more. But, doing more only prevents us from focusing our full attention on the one or two things that truly matter. Do less. Be ruthless about doing less.

Desire is an agreement you make with yourself to be unhappy until you get what you want. When you are unhappy, look at the underlying desire. Ask yourself if the cost of your happiness is worth the pursuit of the desire. If the answer is no, let the desire go. Furthmore, try never to have too many desires at once. By limiting your desires, you will be happier and more likely to achieve the ones that truly matter.