Visitors to your new bookstore are likely to have a phone in their pockets–they could buy a book from the competition without even walking into the shop.

And diners at your funky restaurant have to pass dozens of other places to eat on their way to you. Places that are faster, more conventional and probably cheaper as well.

Good, fast and cheap used to be the goals of a typical small business. Today, there’s probably a giant, heartless competitor who is gooder, faster and cheaper than you.

The way forward is simple: Be worth the trip. Be worth the price.

“You can pick anyone, and we’re anyone” isn’t going to be helpful going forward. Be someone instead.

Racing to the bottom is no longer a viable option, but it’s more compelling and useful to race to the top than ever before.