Saturday 19 March 2011

“To succeed we must stop being so goddamn normal"


“To succeed we must stop being so goddamn normal. In a winner-takes-all world, normal equals nothing.”
[K Nordstrom & J Ridderstrale, Funky Business]

Normal is everywhere. Wherever we look we see a thousand shades of grey and another thousand shades of beige. Just lots of dull, “me-too”, boring, look-alike, tired, safe businesses all too frightened to do anything other than look like the rest. And my word is it boring!

  • In a room full of grey accountants how do I know which one to buy from?
  • In a supermarket with 50 different varieties of toilet paper/toothpaste/washing powder which will I choose?
If they all look identical (promising the same thing in the same way) then my decision will end up based on packaging (or branding). But if the packaging (the promises) all look identical then all I can do is buy on price. Of course the packaging that is different, that stands out, is the one that will get noticed. And as a result the greater the chance of a sale.

People are fed up with characterless products and services designed by a generation of graphic artists and marketers with little sense of the concept of the word ‘unique’. These products either look for some gimmicky characteristic to differentiate themselves or, more usually, they rely on the follower strategy, copying the class leader.

Please note, in a team of huskies it is only the dog at the front that has a good view.

Are you happy being a follower?

13 comments:

Louise said...

Another desire for ordinary people to behave as if they are extraordinary. I think, Mr C that you are missing the point. WE ARE ORDINARY PEOPLE!!!!

Sue_Walton said...

It is startimg to fee llike we are in this male world with lots of male images: be strong, be fast, be first, be rich. Not sure whatthe subplot is here?

TG said...

Popycock

TG said...

Sorry - not the article but Ms Sue Walton

Robert Craven said...

No intention to be overly-male/macho.
RC

Tones said...

Wise words but the question is HOW??

P.S. Don't see how gender has anything to do with this... 'Success' does not discriminate!

inplymouth said...

Robert, I agree. It seems the world is engaged in a race to mediocrity, where the blandest wins. Trouble is, I wouldn't want that prize.

The future of smart business is in being outstanding and the very best way to be outstanding is by providing great value. When you do that, everyone wins!

Dean said...

The word to use is REMARKABLE

Robert Craven said...

I agree that the HOW question is the issue. It is difficult to generalise but I do think and feel that we have the capacity to be so much more effective than we are at the moment. Thisis partly about have a greater clarity about what we do and don't want but also about greater commitment (=speed) to what we are doing.

William said...

This applies to professional service firms especially.

Hannah said...

Too right

Paula said...

Spot on Robert. Be a linchpin, not a cog.

Jeff said...

Yep - I agree re linchpins...