Everybody Wants to Be Different

"Set yourself on fire and they'll come from miles around to watch you burn."
Phineas T. Barnum

It's funny, someone will go to a conference, or read a great book which sparks a great idea on how to differentiate themselves then they try to promote this difference in the same old method they have always used and wonder why it didn't work.

To truly be different, you must really be different. And that's what separates the cream from the shit.

Either you are different or your not. You can't pretend - consumers can smell the shit a kilometer away.

In this ever changing economy, companies are looking for ways to be different, because it's the differences that people seek. It's what makes them feel good about their purchase - the fact they got something better, stronger, healthier, blingier, faster or weirder. Consumers love stories, not just behind the brand, but also how they got what they bought... a remarkable experience from a company that is different will do this.

If you're just trying to be different, you will never be different, until you truly are different.

That's the difference.

Thanks for the quote Geoff.