How To Be Everything Other People Aren’t

Dare To Be YouHave you ever thought about what makes you truly different? I have, and I’m betting you have too. Of course, the bigger question is the extent to which you can translate those insights into more success in your career and business life. One way, of course, is to develop your personal brand. Yet, in pursuing a recipe for branding yourself, you risk being just like everyone else.  [Tweet This]

So, what to do?

I have some ideas. Before I get to them, however, I want to give you a little context. It comes from the work of Harvard Business School professor Youngme Moon. In her book, Different, she tells the stories of brands that have broken the mold, in some way, to stand out and attract loyal followings.

I don’t know about you, but I love the idea of upsetting the status quo! Frankly, it can be risky, but it seems those who do, reap some very nice rewards. [Tweet This]

Take Cirque du Soleil, for example.

It is one example of what Professor Moon calls “Idea Brands.” That is, brands that challenge limits and assumptions. They are brands that break away by disrupting our consumption classification patterns with new frames of reference. It’s what Cirque du Soleil accomplished in its careful positioning as “being everything a CIRCUS is not.”

As she points out, idea brands are “…not perfect brands. … They are polarizing brands. They are lopsided brands. …[yet]…they make perfect sense…” Actually, I think the unique imperfection of idea brands, offers some clues for how to be more attractive to the people we want to serve.

Okay, now for some ideas: [Read more…]