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

Dr. Niklas Richter · 2026-09-11

### The Hidden Cost of Playing It Safe You know that feeling when you're doing everything right, checking all the boxes, and still wondering why nobody's paying attention? That's the average trap. And according to Dries Henau and Yuri Vandenbogaerde, it's the most expensive place an entrepreneur can land. These two have been building businesses together for over 15 years. Not just business partners either — they're life partners too. They built WASBAR and sold it. Built Chez Claire and sold it. Built Ambassy and sold it. Every single time with their own money and their own risk on the line. Now they run The Brand Guys, creating complete concepts for hotels and food brands worldwide. The Boardwalk Hotel in Aruba earned two Michelin Keys just by staying relentlessly consistent with their brand and guest experience. They revived a safari camp in the Masai Mara. And through their COBRA program, they help small and mid-sized companies find their unique spot in the market. But here's what makes their story worth your time: they're brutally honest about what they got wrong. ### Three Strategies That Actually Work Dries and Yuri break it down simply. There are only three ways to compete: - Be the cheapest option out there - Shout the loudest and hope someone hears you - Be so clear about who you are that customers never think about going anywhere else That third one? That's where the magic happens. But it requires something most entrepreneurs avoid like the plague — getting specific. Really specific. > "We do so much for so many people, but what do we actually stand for?" If that question makes you uncomfortable, good. That discomfort is pointing at something real. ### When Going Adults-Only Felt Terrifying They share a story about a hotel that went adults-only. Scary move, right? You're cutting out an entire segment of potential guests. But here's what happened: occupancy went up. Prices went up. The brand got sharper. Sometimes the scariest decision is the one that finally makes you stand for something. ### The Mistakes They'd Take Back What I love about this conversation is the honesty. They don't pretend they nailed every call. When they sold WASBAR, they accepted a payment plan they never should have agreed to. Too easy, too accommodating, too much risk left on their plate. They also turned away an investor who knocked on their door. Why? Because they were too young and too arrogant to have the conversation. That one still stings, you can tell. And building teams? Every time, their own perfectionism got in the way. They couldn't let go enough to let others grow into their roles. Sound familiar? Yeah, thought so. ### Something New They're Building Here's a first: they're developing an AI tool trained on their entire methodology. Every project, every framework, every thinking pattern they've developed over 15 years. The goal is to make their approach accessible to smaller entrepreneurs who can't afford their full COBRA program. That's a big deal for anyone who's ever wanted expert-level strategic thinking without the expert-level price tag. ### The Real Question This conversation isn't just about branding. It's about that nagging feeling you've probably had at 2 AM: We're doing so much for so many people, but what do we actually stand for? Being average isn't neutral. It's a slow leak. It costs you pricing power, customer loyalty, and the ability to attract people who actually get what you're about. The alternative? Get clear. Get specific. Get brave enough to be the thing only you can be. That's not just better branding. That's better business.