It has nothing to do with price.
There is a woman who has written more than 25 books and makes her living as a professional author and as a writing professor at a university. She was up for a prestigious literary award and everyone just knew she was going to win.
The evening of the black-tie awards ceremony came and, while the nominees were being announced, she discreetly pulled her folded acceptance speech out of her purse.
Another woman’s name was announced from the stage. The award was given to a young author who had recently published her very first book.
The veteran author nursed her grudge through the rest of the ceremony, cycling through jealousy, self-pity, and even anger:
That award was rightfully hers!
She had been in the industry for decades!
Who was this nobody who came along and took the award after just one book?
She hadn't yet paid her dues!
After the event, the younger author approached her, stuck out her hand in introduction and asked, "Do you remember me?"
The veteran author confessed that she did not.
The younger author replied, "You were my writing professor in college. In fact, I had no idea what I wanted to do with my life until I took your class. You were the one who inspired me to pursue a career as a writer. Thank you so much – I feel alive when I write, I love my life, and I owe that to you."
The veteran author was taken aback and, of course, immediately felt guilty about nursing any animosity towards the younger writer. This person she had felt jealous towards only a few moments before was crediting her for her success.
When it comes to the wedding industry, there’s a lot we can learn from this story.
Yes, in paving a path for others to follow, you may end up losing a wedding, or an award, or a speaking engagement, or a TV spot to someone much newer to the industry than you. Focusing only on these occasional losses is where people miss the forest for the trees.
If you want people to appreciate that what you offer is better, that what you offer is actually good, the market needs to have more actually good businesses in it. It seems like you should be able to stand apart by being good when surrounded by a sea of mediocrity, but real life rarely works that way.
Don’t believe me? Consider this: everyone likes to think of themselves as having exceptional taste, yet mediocrity sells every single day.
Vocalists who have to rely heavily on autotune make the Top 40 all the time.
Mismatched, poorly made leggings were the one of the hottest must-have items of the mid-2010’s.
Millions of people are currently drinking celery juice to cure their diseases because a guy on Instagram with zero medical training said that a ghost told him it was a good idea.
Everyone wants what everyone wants because humans are pack animals and we associate safety with numbers. Mediocrity sells because it’s familiar.
So, if you want more people to want what you offer, at the level of expertise and taste you offer it, then you need to help ensure that the better options are what’s familiar.
You need more legitimately good competitors producing legitimately good work and showing it off. Sharing what you know and working to leave the industry better than you found it will almost always come back to benefit you in the long run.
The original version of this post was originally published February 2012.