"be the only one who does what you do"

“For companies and brands that aspire to do something truly extraordinary, what you believe has become as important as what you sell. The job of leadership today, the essence of strategy and competition, is about more than introducing marginally superior products or providing better-than-average service. It is about developing a set of deeply held principles that challenge received wisdom, and helping your organization get to the future first.
...
But the most important trait, the distinction that separates high-impact entrepreneurs from those who don’t make such a big difference, is less about what they do and more about what they believe and how they behave.
...
mercenaries are motivated by “drive,” while missionaries are motivated by “passion.” What’s the difference? “Passion and drive are not the same at all,
...
Drive, he says, “pushes you toward something you feel compelled or obligated to do.” Passion “pulls you toward something you cannot
...
As a company or as an individual, the goal is no longer to be the best at what lots of other people do. It’s to be the only one who does what you do.[Moi ici: Mongo passa por isto, por um mundo de weird people, quer do lado da oferta quer do lado da procura]
...
You don’t have to be in a cutting-edge business to develop some edgy ideas on how to compete and win.
...
I have a lot of respect for average,” he told the group. “In most industries, it is not easy to be average. But we choose to be extraordinary. And it is a choice. The world will not demand it of you. You have to fight for it. Every day, people have to ask themselves, ‘What am I willing to do that the ordinary leader is not willing to do?’ The world will not force you to be extraordinary. You must demand it of yourselves.”

Trechos retirados de “Simply Brilliant: How Great Organizations Do Ordinary Things in Extraordinary Ways” de William C. Taylor.