When being the best is not enough

One of the keys to being successful in your business  is to be relevant.
Relevant to the people you are trying to engage with.
Being the best, the most awesome at what you do is irrelevant  if the market you are targeting can't afford what you do. 
Can't get to what you do.
Doesn't really understand what you do.
By all means be the best, but also be relevant