There is a reason that Seth Godin is everyone's favorite marketing read. He hits a lot of home runs. Today, he is writing about the opportunity each of us has to "change the game" vs heading towards the middle.
Buying a new microphone or lights for your DJ business doesn't [improve] your competitive status, it merely makes you feel good. Same with re-organizing your office, painting the parking spaces or buying a new laptop. They merely keep you where you were.The scalable, profitable strategy is to change the game, not to become the most average.