What if the key to standing out wasn’t about doing things better than your competitors, but about focusing on what they’re not doing at all? In this episode, I’m sharing a personal story from my college swimming days where trying too hard to beat the competition led me to make a costly mistake—and a crucial lesson in marketing strategy. You’ll hear about reverse benchmarking, a concept from U.K. marketer Rory Sutherland, and how it helped one restaurant redefine their service by focusin...