Contrary to popular belief, budding entrepreneurs trying to make a name for themselves don’t suffer from a lack of resources. They suffer mainly from obscurity. And by definition, obscurity always increases at the norm. Why? Because “common” literally means widespread – it’s the peak of the bell curve; the home of the majority.
When categorized within the majority it’s near impossible to stand out from the crowd. But instead of begging for larger marketing budgets to compete within the noise of today’s marketplace, Mavericks change the frequency by experimenting with ways to break patterns of familiarity. Don’t aim to deliver what people anticipate; aim to deliver something that initiates and changes the conversations within your community.
Meeting expectations is not enough when you can exceed them with a little creativity. Don’t tame the imagination; think bigger. As Sigmund Freud once said, “Dreams are often most profound when they seem the most crazy.”
Mavericks embrace an element of craziness to approach things from a place of originality, free of immediate judgement and the limits of logic. The opposite, of course, merely leads to reinventing convention (yawn).
No marketing budget can compete with an idea, product, or service crazy enough to reconstitute the common. In a world of mass production, creativity and originality are the antidotes to obscurity.
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