In Seth Godin’s latest e-book, What Matters Now (PDF, free download!), Fast Company Co-Founder William C. Taylor wrote the following:

Imagine any and every field possible. There are so many brands, so many choices, so many claims, so much clutter, that the central challenge is for an organization or an individual is to rise above the fray. It’s not good enough anymore to be “pretty good” at everything. You have to be the most of something: the most elegant, the most colorful, the most responsive, the most accessible.

Given the growing number of web professionals today who can plan, design, develop, and market products and services for any industry, being “the most” of something increasingly becomes more important … and harder to come by. Compounding the scenario is the commoditization of everything from design through analytics, and the outsourcing of application development to firms overseas where quality assurance may be sacrificed and project management challenges multiplied all for the promises that come with a low introductory price tag.

We want to be the firm that helps clients WIN (more sales, greater efficiencies, more members, fewer errors, higher performance, etc.), all our efforts are focused on reinforcing and achieving whatever the client’s ultimate goals are. With this mindset, we’ve never had to waiver from our core specialty of being thinkers first and foremost.

So, when Taylor asked readers in his excerpt, “Are you the most of anything?,” I felt confident saying “We’re the most deliberate.” It’s why we ask questions and take methodical steps when solving functional technology challenges. It’s why we don’t write a single line of code or add even a tiny pixel of color without first knowing its purpose in the grand scheme of things. And it’s why we tend to be blunt with prospects and clients–because we’ve learned that unabashed honesty typically enables better communication (and partnerships).

Particularly in today’s economy, people who are looking for technology consulting seem to be excited about working with meticulous professionals.