Special. It's a lovely word and has some magical uses: giving a loved one a special day; cooking a special meal.
But in business we need to be careful of its overuse. When we begin to think we're special and we're different. And we can break the rules.
No. All organisations, firms, corporations need to remember they are just like all others. And need to offer great service, pay the bills, train employees, show up on time, develop great products (and price those for profit and investment), chase the bills. And go home on time to family.
Special should never become a rationalisation.