Sure, it sounds absurd to be proud of being number two, but although most of us pay lip service to our desire to be our customers’ first choice, our actions may say otherwise. Any time you don’t make the customer your top priority, you’re tacitly agreeing not to be their top priority. You cannot truly be number one until your customers are. Being number one really is a two-way street, and it’s not an easy street. You can’t coast your way to number one – and when you get there you have to work like crazy to stay on top because you then become the target for everyone else who wants to take that title from you. If you don’t pay close attention and maintain constant vigilance you can easily backslide to number two and worse.