Every entrepreneurial naturally strives to be number one. You want to be number one also, don’t you? Hold your horses for a second. Number one means you are the king, and not everyone is a fan of the king. In fact more people root for the underdog. The new contender. If you position yourself as the number two business in your industry, you will build a base of raving loyal fans. And no matter what you do, don’t ever be bitter about being second… that’s ugly.