Last week I gave a presentation to twenty small business owners on the subject of creating contrast for business. I went over my Bad Rules and led the following exercises, which I recommend printing and trying out on your own. Enjoy!
Today I gave a presentation at a Chicago Women Entrepreneur Network (CWEN) event. Here's the spiel I shared:
I started The Magma Lab after I took an internship at a presentation design company. I learned that some businesses succeed more than others only because they are different--they stand out, people notice them, word spreads, and business grows. I guess it's pretty obvious. Think of Apple--iPhones and iPads weren't new technology, but Apple marketed them differently and it caught people's attention. You don’t even have to be great--just different. Think of Lady Gaga--she's not the most talented singer in the world; she's known because she's unusual.
With a business, though, how can you be different? It’s likely that you’re doing the same thing some other company is doing, offering the same product another company offers... Or maybe you do offer something unique, in which case you want to make sure your customers or investors understand that thing that sets you apart. If you want to get noticed, there’s something you should get comfortable with...
Breaking the rules. Part of the reason I love being a freelancer is that there’s no one getting angry at me for breaking the rules. That’s my job: to help you break the rules because breaking the rules helps you stand out. Innovation requires taking a look around for rules that you can intentionally break. That doesn't mean you need to break all the rules--just the bad ones.
Bad Rule #1: Look/sound/feel corporate. How are you supposed to stand out without showcasing your own voice or personality? How are going to get noticed if you hide the things that make you who you are? I help people communicate their stories and voice so that others notice and appreciate them for who they are. It's not very easy to capture your own voice, and sometimes we need help figuring out what really makes us different.
Bad Rule #2: Focus on your customers. What you offer shouldn’t be what everybody wants. It should be what some people want and it should be what you want to offer. If you want to stand out, be specific and focus on what matters to you. You should know why you’re doing what you’re doing; the right people for you will follow.
Bad Rule #3: Trust tradition. Tried and true will only get you so far. If humans evolve and change is inevitable, it’s time to let go of the status quo. Yes, change is hard. So is succeeding. Nothing amazing ever came from playing it safe.
If you are ready to break rules and want to learn what rules you should break, I invite you to come talk to me and grab one of my business cards. We can have fun breaking bad things together.