“Best” is context-specific, a matter of opinion, and transitory.
When we use “best” dishonestly, we ignore one or more of these realities. We appeal to status, implying that our “best” thing is absolutely best, transcending environment, viewpoint, and the passage of time.
Claiming the highest status for our “best” thing preys on our audience’s fears by offering a simplistic solution. “Believe us, buy this, and Bingo! You can stop worrying that you might have made a mistake!”
Sure, when aware of environmental and personal context, it’s fine to make an in-the-moment judgment that some thing or course of action is the best of multiple alternatives (be sure there are at least three!) We do this all the time.
But when we simply slap on a “Best” label we are selling comforting feelings disguised as our product or service.
In addition, believing that we have or are the best does ourselves a disservice. We will focus on “best” practices instead of next practices. Consequently, we may maintain the status quo, but with the danger that at any time a competitor could make our “best” second best.
Ultimately, what’s important is to continuously strive to be the best, not for the sake of being best, but from a genuine desire to provide the best value / outcomes / opportunities for one’s organization or clients. Rather than feeling proud under the illusion that you are the “best”, work to be proud of your own efforts and achievements (including the learning that occurs when things don’t go according to plan or you take a risk that doesn’t pan out.)
Live with the knowledge that “best”, while well worth pursuing, is a moving fluid target. Remember, there will always be a next best thing.
Photo attribution Flickr user thomashawk