There’s a problem with standard…it’s crowded and hard to be noticed. Most of the good stuff, the things worth talking about, are on the fringes. So instead of looking for ways to fit in, it might be more useful to find ways to fit out.
Remarkable is rarely standard. Choose wisely.
The lottery works because it creates momentary hope…a very small chance for a new start. It’s for people who believe that financial freedom creates happiness and some sort of a springboard to success. Of course, it’s almost certain that your not going to win. In fact, the chances of winning the lottery are almost the same…whether you buy a ticket or not.
Alternatively, rather than investing in almost certain failure and the false hope of the lottery system, why not create something worth talking about. The chances of becoming a millionaire (or billionaire) are far greater when you make stuff…put things into the world which make a difference. The odds begin to shift in your favor when you do the hard work, go through the trials and tribulations of uncertain outcomes and take responsibility to lead change. It turns out that you are far more likely to realize your dream of financial freedom if you work to create a legacy of remarkable work. But first you have to believe in yourself. And then you have to start. Good luck.
…are caused by people, not companies.
Dispensable people (who do just enough) are in higher supply than indispensable ones. And they can be had for less. If you fall into the dispensable category it is very likely you can and will be replaced by another…for less. This happens at all job levels. Most companies are willing to trade higher turnover for a lower price…because they can…lot’s of mediocre people to choose from.
On the other hand, indispensable disrupts the status quo. It creates a different paradigm by being remarkable. This type of work commands a premium because it is in shorter supply and thankfully some companies care enough to seek it out. Over time, as it infiltrates the work category it pushes the production to a higher level (experience, care, quality, quantity, etc.). And this translates into higher compensation on a broader scale and a better experience for the consumer…along with a higher price. And then the cycle begins again.
The choice then (and it is a choice) is to either be in the business of pushing the bar higher…or not. Choose wisely.
One of the cheapest and most effective ways to advertise is to give your work away for free. In the right hands, this sort of immersion is very powerful and the idea spreads, almost effortlessly. There are two risks...you give it away to the wrong people, people who would otherwise have no interest...and that your product is average. Both produce the same outcome...the price they are willing to pay is at or near zero. The pressure then is to do something so remarkable that even in the wrong hands it seems satisfactory.
Then there's the fear factor. People who are afraid to give anything away, a song, an ebook or a recipe are hiding behind the false notion that this somehow protects them and their pricing strategy. The worry is that someone will steal their idea and benefit from it. In reality, this sort of theft isn't that difficult anymore. So, the protection effort and the associated annoyances to the fan base are hardly worth it. But, more importantly, what they don't understand is that most people don't want something for free, especially if it's really great. There is an inherent quality in most of us that wants to reward people for brilliant work. So, again, the ultimate form of protection is to do something that matters, that creates such a stir that it compels people to talk about it.
All roads lead to remarkable as the best insurance policy.
Most organizations, and people for that matter, don't spend nearly enough time working on what really matters...meaningful content. Instead they worry more about selling the idea, spreading the word and getting on Oprah (I realize that's actually not possible anymore).
Companies spend more energy and money on interrupting people than ever before, mainly because of the proliferation of channels. They feel pressured to sell the story, buy the ad, talk to the editor...before someone else does. Ironically, if the same energy, passion and commitment was devoted to creating content, they wouldn't need the push...the pull would happen instead.
In a conversation about how to generate more PR, a chef once told me, do something truly remarkable and you can't hide.
Spreading the word is indeed important...but without remarkable content, you're pushing boulders up a hill. Good luck.
You're chances of getting people to talk about you are much, much higher if you do something that matters. Building an ordinary hotel and selling rooms for a lower price isn't much for people to crow about.
You're on to something when what you've developed illicits...Did You Hear About...? Or, Did you See...? Or, You Just have to try...
Creating something meaningful that compels people to spread the word is your first order of business, whether it's for yourself or for your company. Without remarkable content, the rest of the road is much more challenging.
The power of a hug is remarkable. It goes further than a nice smile, pleasant hello and a handshake. It goes further than using someone's name or recognizing a repeat guest...it goes a lot further. It crosses a line. It gets personal...it means you really do care. There's no disguising your feelings once you give someone a hug.
Doubletree can't buy enough ads to convince people they care this much...neither can you. So, spend the ad money on a Louree Jefferson. Better yet, a bunch of them.
P.S. Do you think Louree needs a resume? Most remarkable people don't.