Why Being Average Is the Most Expensive Mistake You'll Ever Make

Dr. Niklas Richter · 2026-09-11

You know that feeling when you're doing a lot, but you're not sure it's really *you*? That's the trap Dries Henau and Yuri Vandenbogaerde have spent 15 years learning to avoid — and teaching others to escape. They've built and sold WASBAR, Chez Claire, and Ambassy. All with their own money and their own risk. Now, through The Brand Guys, they create total concepts for hotels and food brands around the world. ### The Three Strategies (And Why You Can Only Pick One) Dries and Yuri are blunt: there are only three ways to compete. - Be the cheapest. - Shout the loudest. - Or be so clear that customers never think of anyone else. Most businesses drift into the middle. They're not cheap enough to win on price, not loud enough to dominate attention, and not distinct enough to be unforgettable. That's the most expensive place to be. Because you end up competing on nothing. > "Average is the most expensive thing an entrepreneur can do." — Dries Henau They saw this firsthand when they turned a hotel into adults-only. It felt scary. But afterward, occupancy and prices both went up. Not because they spent more, but because they stopped trying to please everyone. ### When Saying Yes Costs You Everything They're also honest about their mistakes. When they sold WASBAR, they accepted a staggered payment deal they shouldn't have. Too young, too arrogant, they turned away an investor who could have changed the game. And building a team kept stalling because of their own perfectionism. Sound familiar? Most founders have a version of this story. The point isn't to avoid mistakes. It's to learn which ones are worth making. ### A New AI Tool for Smaller Businesses Here's something new: they're building an AI tool trained on every project they've ever done. It contains their entire methodology — the same framework they use with COBRA clients. The goal? To help smaller entrepreneurs who can't afford their full program still get access to the thinking. So if you've ever thought, "We do so much for so many, but what do we really stand for?" — this conversation is for you. You can find more episodes at [belgische-ondernemers.be](https://www.belgische-ondernemers.be) (nofollow). Subscribe and give 5 stars if you find these conversations valuable. Thanks to our partners: - [Teamleader](https://www.teamleader.be) (nofollow) - [Victus Sales](https://victussales.be/ondernemer) (nofollow) — download their free sales guide - [Blackbird Business](https://www.blackbirdevents.be) (nofollow) — strategic training for entrepreneurs