Stop Trying to Be Normal

February 12th, 2019

Stop Trying to Be NormalAs kids, nearly all of us want to be “normal.” We want to fit in and be accepted. And that’s understandable when we’re six or seven (or even fifteen), and “different” is perceived as bad or weird or wrong.

Unfortunately, too many people never outgrow that need. As adults, so many of us still cling to the desire to be “normal.” But what does that really mean? What exactly is normal?

Normal is:

• Average
• Ordinary
• Everyday
• Mundane
• Typical
• Mediocre
• Decent
• Acceptable
• Routine
• Sufficient
• Marginal
• Common
• Unremarkable
• Humdrum
• Standard
• Run-of-the-mill
• Inconsequential
• Forgettable

Is that how you want to be perceived? Is that how you want your company, product, or service to be described?

Or would you rather be:

• Exceptional
• Extraordinary
• Amazing
• Incredible
• Breathtaking
• Mind-boggling
• Awesome
• Stunning
• Innovative
• Outrageous
• Fascinating
• Unprecedented
• Pioneering
• Remarkable
• Surprising
• Distinctive
• Unique
• Outstanding
• Singular
• Astonishing
• Memorable

Normal is overrated. Different is underused.

Is there a risk in being different? Of course. Some people won’t like it. But if it turns off some people, so what? Neither you, your company, your product, or your service needs to be palatable to everyone. In fact, nothing can be palatable to everyone. So don’t try to be.

Think of your favorite celebrity—are they normal? Think of your dream car—is it normal?

Was the Apple Macintosh normal? Was Nike’s first shoe normal? Is Dom Perignon normal? Was “Black Panther” normal? (Either the comic book or the movie?)

I could go on and on, citing example after example. Normal is safe, but carries little chance of major success. Different is risky, but that’s where the real potential for greatness is. Not just in sales or business, but life itself.

Let your freak flag fly. Revel in who you are, what you do, and how you do it. Create products and services that are so different that people have to have them.

Normal is boring. Different is exciting, liberating, and energizing. The choice is yours.

What You Like Doesn’t Matter

February 5th, 2019

What You Like Doesn’t MatterSo I’m sitting around with a bunch of friends, and we’re discussing really important stuff, when somehow the subject of potato chips comes up. (Possibly because we were eating them.)

Within a few seconds, our friendly discussion morphed into a heated debate on the merits of regular potato chips versus “Kettle-Cooked” potato chips. Both sides vehemently defended their position regarding taste, texture, and mouth-feel. And neither side could fathom how the other could possibly prefer the obviously inferior option.

I sat watching quietly because I didn’t have a dog in this fight. (I like both kinds. Preferably flavored.) And I marveled at how something so mundane could stir such passion in people.

Because we take our likes and dislikes for granted. If we like something, it must be good. And if we dislike something, it must be bad..

But our tastes are just that: ours. They’re personal. They’re not objective.

Your prospects may have very different tastes than you. Their tastes aren’t wrong—they’re just different. And your prospects probably feel as passionately about their tastes as you do about yours. Which means you need to respect their tastes, even if you don’t understand them. Because in sales, it’s your prospect’s tastes that matter, not yours.

And the same goes for many other things your potential buyer has that may be radically different than yours, including their:

• Values
• Priorities
• Budget
• Dreams
• Fears
• Buying approach
• Beliefs
• Past experiences
• Idiosyncrasies
• Skepticism
• Risk tolerance
• Parenting style
• Self-Confidence
• Biases

All of these items are subjective. There’s no right or wrong. So don’t judge or dismiss people who think and feel differently than you do.

Instead, make an effort to empathize and understand. And even if you can’t fully understand someone’s thoughts or feelings, you can still respect them. And you must, because their thoughts and feelings are what will determine whether or not they buy from you.

So if you want to boost your sales, recognize that your prospect’s likes and dislikes are just as valid as—and even more important than—yours, and treat them accordingly.

Damn. Now I really want potato chips.