How to Create the “Next Best Thing”

First, stop thinking about “The Next Best Thing” as “second best.”

I’ve heard the term used this way before, too: “yeah, we’re working on the next-best thing,” or “well, it’s not [the thing], but it’s the next-best thing.”

Stop considering the “next best thing” as second place.

The “next best thing” isn’t second, or third, or evenranked–it’s just the “thing that comes after what you just did.”

Did you get that?

It’s what you’re doingright now, assuming you did something before it.

If you’re just ge...