On becoming the
The article in the Times didn't set out to say something vitally important about marketing, but it did. In starting off a profile it says,
"For the past couple of years Jun Kaneko, the ceramic artist..."
It didn't say "a ceramic artist." No. It said, "the ceramic artist".
The entire tone of the piece changes. It's so much better to be a 'the' not an 'a'.
Which are you?
I don't think it's a trivial distinction. In fact, I'd argue that it's worth an enormous amount of your time and your budget to focus on becoming the.