I remember the first Santana album when it came out during my freshman year in college: a brand-new sound in an era of lots of new musical genres and styles. Bands always try to be unique: that same desire to be different and exceptional is what drives people, ideas, companies, teams, projects, brands and anything else we do or are involved in to become as good as they or it can be. Something that complex has to be planned and nurtured – it can’t be left to chance, and once defined, must be maintained and refined constantly. Those responsible must decide what they want that something to be, and then stick to it. If you want to be special, figure out what that is, tweak it until you’re satisfied, be the best version of you possible, and be confident in your choice. Don’t waffle between what’s you and what’s easy, or what’s right and what’s expedient: you can’t have it both ways. Live up to your aspirations and convictions today.
Carlos Santana (b. 1947): Mexican and American guitarist who, with his band Santana, pioneered a fusion of rock and roll and Latin American jazz
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