Knowing the average is great if you want to know what the likely snowfall will be in the mountains this winter or what the probable temperature will be when you head away for some summer sun.
Average works well if you want to know how tall Premiership footballers are, what their weight is or even their age.
And average is great if you want to know how many runs a cricketer has scored over his last ten tests and what he’ll likely score the next time out.
The average is also great if you want to know what the mean performance is of your sales team.
If you can take the sum of a list of numbers and divide them by the number of numbers in the list, you’ve got an average.
But average doesn’t tell you where the most breathtaking mountain run is or where you’ll see a perfect sunset. It doesn’t tell you who the next footballing star will be or who’ll strike the most incredible six in the next test. It doesn’t tell you how to excel and what defines best practice.
And it doesn’t help to identify and understand the experience, the outlier or the extraordinary performance.
And customers don’t want average.
They do want experience. They do want someone who can challenge them and they do want someone who can lift their performance. They do what extraordinary. And so should we.
To do that, it’s far better to identify the things that contribute to the experience, and the factors that lead to someone being on the extreme upper side of the distribution curve. To being extraordinary.
Identify them, understand them and emulate them.