When you hear “most,” you are being told exactly what not to do.

Most people have a one hour commute.

The most popular ice cream flavor is vanilla.

The most common password is password.

Avoid most.

Most Means Common

Most is common. Most is boring or ignored or forgotten. Usually all three. Avoid most.

If you want to break into the ice cream industry, vanilla isn’t the way to go. If you want to keep your online account secure, password is not a good password.

Do Different Than Most

Determine what the most is doing, and do the opposite (in most cases) or different (in all cases).

Most entrepreneurs work ridiculous hours. Do different than the most.

Most entrepreneurs financially struggle. Do different than the most.

Most entrepreneurs try to be better than others. Don’t be better, be different.

Avoid most.