Forget being the best. Providing the best website in the world won’t do you any favors. First of all, being the best is entirely subjective, and it’s too easy to influence with outside factors. Some pretentious hipster who wants to believe that he’s too cool to enjoy Citizen Kane will be able to convince himself that it’s a terrible movie, no matter how wrong he is.

When it comes to personal opinion, people only believe what they want to believe, what they are comfortable believing. If someone sees that your website is better than theirs, they’ll find a way to prove to themselves that it’s not. If someone’s in a jerky mood, they might just up and decide to hate your website. Forget being the best.

Being the MOST… on the other hand… Now that just might work.

The most “what” exactly? Well that’s up to you. Being the ____est at anything is always better than trying to be the best. This could mean being the funniest, the raunchiest, the most absurd, the most serious, the most anything. It really doesn’t matter what. Just so long as you choose to excel in that one, singular direction, you have a shot at finding a big, wide audience.

This is easier than trying to be the best, anyways, since it’s quantifiable, objective. You can’t prove that you provide the best cooking website, for instance, but you can have more recipes for Gumbo than any other site. You can’t be the best gaming website, but you can be the one that spends the most time reviewing underappreciated classics.

So if you want an audience, a readership, if you want visitors, forget being the best. Instead, be the most. The most ridiculous, the most vulgar, the most polite, the wordiest, the easiest to read, just do one thing not better than everyone else, just more than everyone else.