In his training business, Jay knew he wasn’t first; there were many other businesses like his business, with similar or adjacent offerings. But Jay recalled the statement and he made sure he was not only different but different first.
Jay’s example was being innovative; finding a need and starting a service that no one was really doing (24-hour response calls). Jay made sure it was something he could consistently deliver and it was something he could fulfil (Jay knew he personally could manage this and his staff and business were more committed than the bigger businesses). As Jay scaled his business, he made sure he got the resources to back this as it grew (and watched the competition scramble to copy).