We all want to do better than average. That’s the human condition. But each brand archetype approaches it differently.

I think it looks like this:

  • Artists start with what resonates most with them
  • Athletes start with what they can do best
  • Entrepreneurs start with what can make money
  • Investors start with what can reliably compound over time
  • Engineers start with what problem can be solved

Here’s the thing: we all start from different places. But high success often ends in the same place.

Which is a combination of all of them.

Michael Jackson:

  • did what resonated with him,
  • in a way that he could do best,
  • in a way that made money,
  • that reliably compounded over time,
  • and solved technical problems (at the time) to create the music that he wanted

So maybe finding Alpha isn’t just one thing.

Maybe it’s all of them.