Let's face it: if you and I have the same capabilities, the same energy, the same staff, if the only thing that's different between you and me is the products we can get, and I can get a better product than you, I'm going to be a better chef.
Mainly as sort of blueprints for dealing with most of the adults in their lives, to some extent with their fellows. It is this notion of aiming high and there's always hope, aim low and you might as well stop now.