At some point in your life, someone might have told you that, in order to succeed in what ever you're doing, you have to be the best. This is true because the best gets all the attention, profits and customers. Obviously it's hard and most often impossible for us to be the best in the world at what we do, but we should also realize that the world is a lot bigger than we think. Unless you run a multi-national company or spent 200 million to make a movie, your target doesn't have to be the world. You can be the best in your town, your niche or your price-range.
By right, the customer buys only the best products. The reality is that the customer buy the best products that he's familiar with, the one he has access to and the one he believes in. There is a best for everyone and they can be very different from each other. Mac fans will tell you that Apple makes the best computer but I'm sure not everyone agrees with that.
You can sell the cheapest steak in town, be the most responsive online drug store or the closest mart in the area. All of these can make you the best choice for someone and as long as there's enough people who consider you as their best, your business will thrive.
You should make it your goal to strive for the best in the world title if you can. Start by being the best in your town and work your way up from there.