...On a street in Vienna, there were four
bakers making a precarious existence. There wasn't
enough demand for four bakers on that street. The first
baker pondered this as the sun went down. When the sun
came up, he had a sign in his window: the best baked
goods in Vienna. Soon he was doing a bit more business
than the others. The second baker thought and thought.
The next morning there was a bigger sign in his
window: the best baked goods in Austria. The third guy
said: these two guys are eating my lunch. His was a bigger
sign. It said: best baked goods in Europe. His business
picked up. The fourth guy made a really big sign: "best
baked goods on this street...

Miriam Goodman
Frigate: The Transverse Review of Books