When Reg Lascaris and John Hunt decided to start Africa’s most successful advertising agency (a feat they achieved in the form of TBWA / Hunt Lascaris), they began with no funds, no people, no infrastructure and no clients. But they had one driving purpose, and it was certainly not just to be ‘among’ the top players. It was, quite simply, to own the top spot. 

Their vision statement (inspired by a few beers and a rather gung-ho conversation), became ‘To own the first world-class agency out of Africa,’ to which they later tagged the inspiring addendum, ‘Because life’s too short to be mediocre.’ 

From the sports field to the stage to the business arena, performance specialists agree that deciding to be ‘good’ is not nearly as effective as deciding to be ‘the very best.’ 

How audacious are your goals? Do they zealously inspire conversion? Or dull the senses with corporate dead-speak? 

Some people are merely babysitting careers on the road to retirement, and that’s fine. But if you’re after more than just a safely managed pay-cheque; if, for example, you want to be recognised as the best in your game; it’s important to make this decision early on.

Deciding to be ‘good’ allows you a great deal of leeway. Deciding to the very best inspires much more obsessive behaviour, and that’s a recipe for higher-level thinking and more intense levels of research, practice and performance.

Let the feel-good speakers and trainers tell you about all things in moderation...but the reality is that if you want to be an expert – a market leader - you actually do need to obsess about what you do. You do need to demand greatness of yourself.

Obsession. It is a surprisingly powerful thing.

If you would like to see what this sort of obsession looks like in practice, and what it can achieve, take a look at a man who was arguably the greatest performer of the last century, specifically in the world of music and live shows: Michael Jackson. It’s no coincidence that people still use terms like ‘legendary,’ ‘greatest,’ ‘king of...’ and ‘one of a kind’ when they talk about him. Michael really was the Elvis Presley of my generation.

In the video ‘This is It!’, which features footage from the rehearsals prior to what would have been Jackson’s final tour, we get to see the incredible level of demand that he placed upon himself, and the kind of exacting standards he expected from his co-performers. There is absolutely no sense of ‘It’ll do,’ in his approach. Not even in the smallest details. The King of Pop wanted absolutely everything done in the absolute best way possible. 

I see the same dynamic in my own industry as a professional speaker. The top performers in this sphere are mortally – down to their very genetics – crazy about what they do. They design and re-design. They test and adapt. They dabble and they tinker. They are always on the hunt for ways of lifting presentations, which are generally already very good, to the heights of greatness. 

They work on the business end of their pursuit with equal vigour, attending educational sessions to increase their own skills mere days after telling international CEO's how it's done; networking, thinking, developing and (dare we say it?) moving and shaking.

And they’re not doing it merely for the opportunity to raise their fees, although increased income is a direct consequence of obsessive self-improvement. They’re doing it because they are like that as human beings. They don’t see what they do as a career. They see it as the art they will leave to posterity. They see it as everything, and so they work at it as though nothing else mattered. They have aspired to take their careers beyond 'relevance' and into the realm of 'significance.'

Again: Obsession. There are few things more powerful.

So whether your goal is to become the highest paid consultant in your industry, or the most renowned creative mind in your field, the biggest brand or the first to market, this will always be your first step: Obsess about being the best. Don’t aim for good. Aim for ‘the greatest.’ Don't shoot for 'relevant.' Aim for 'significant.'

After all, would you want to be the kind of person who accepts less from yourself?

Douglas Kruger is the author of the new book, ‘Own Your Industry – How to Position Yourself as an Expert.’ Based in Johannesburg, he speaks and trains all over the African continent, helping to grow businesses and guide entrepreneurs with his entertaining presentations. See him in action at www.douglaskruger.co.za. Follow on Linked In or Twitter: @douglaskruger