In the past few months I’ve adopted a radically different approach to communication than my peers in high tech marketing…
By definition, the approach most people take yields average results. The most popular techniques for doing things are those that yield some useful result with a minimum of effort. We all tend to sing or take snapshots or cook in a similar manner and achieve similar results. We can refine those techniques, but that just makes us better at being average. This makes us first tenor in the choir, helps us make eggs in the morning, or keeps us from crashing into things on our drive into work.
To go beyond the norm, you must take a radically different approach to the same problem.
That is why Ansel Adams prints are different from our summer snapshots, Mario Andretti drives differently from us, and why Whitney Houston isn’t in our church choir.
There are several drawbacks to taking the ‘differentiated approach’. The first is that by doing things very differently, we will achieve results that are either vastly better or vastly worse than the average person.