The Greatest American Contest on the Discovery channel is now history. The five finalists were: Ronald Reagan, Martin Luther King, Abraham Lincoln, George Washington and Benjamin Franklin. I think most Americans will agree that all five finalists were great Americans. But the greatest...? A great deal depends on who's voting. In the case of this contest, the winner is Ronald Reagan. With other voters, the results might have been very different. But the voting brings out a good point about choice. Years ago broadcast executive, Fred Friendly, wrote in his book, "Due to Circumstances Beyond Our Control," that the question of the home TV being on was not at issue. It would be playing. The question was, "What channel would be tuned in?" His conclusion was that the program playing in most homes would be not necessarily be the best, the brightest, or the most educational. It would be the least objectionable to the greatest number of people. When you want to be chosen, you need to be the "least objectionable choice."

How can you be visible, viable and valuable to the customers you most want? How can you be the least objectionable choice?