Points of Distinction

Being a flight attendant, my wife use to travel a lot. She would tell me how she was able to identify what city she was in simply by the unique retail establishments. Today, the same national retailers spread their wings across all geographies in a sea of sameness. Gone are these markers of distinction, a consequence of competition afraid to truly stand out in a crowd.

In his book The Collapse of Distinction, Scott McKain talks about the gravitational pull to isomorphism in which business and individuals unknowingly embrace strategies that fail to differentiate them in a crowded world. Sure, they may adopt marginal approaches as a means to prove they are different, but in the end the differences are minute and easily replicable. Although there may be some examples where differentiation and distinction are achieved, from my vantage point, they are rare exceptions to the rule.

Why are we afraid to be unique, to embrace who we truly are? Why do we choose to hide in the crowd, to embrace the safe alternative to being visible? It’s a question worthy of discussion. In a business paradigm that embraces the axiom “big is better”, companies argue their unique qualities when their strategies are tantamount to throwing a fishing net in the ocean hoping to snag something, anything. As individuals, we act in similar ways hoping to appeal to as many as possible. Heaven forbid that someone would think we’re weird, unusual, not really fitting in.

I’m not suggesting that our identities be fabricated, a byproduct of a personal strategic planning exercise. Now that would be phony, although there are numerous people in media and entertainment that do just that. I am suggesting that we look inside our hearts and minds, identify and embrace who we truly are, and then go forward with vigor. If who we are turns off others, so be it. In the crowded streets and markets there will be those who are attracted to what we are offering, and what we stand for, as long as we are true to our convictions. These are our true customers and friends. The words in the rock group Shinedown’s song How Did You Love resonates with me; “How we forget ourselves, lose ourselves, from cradle to grave. You can’t replicate or duplicate, got to find your own way.” Find your own way, have a laser focus, make no excuses, and ignore the haters. Most importantly, smile and have fun. Be well my friends.

#Distinction #Differentiation #Uniqueness