The Zig-zag trap

When everyone zigs, should you zag?

Perhaps.
But don’t forget to consider staying straight.

When everyone else chases the trends,
zigs and then zags,
zags and then zigs,

that’s when staying straight might be what actually sets you apart.

First of all:
Not every trend is worth chasing.
Not every turn is worth taking.

But also:
Zig-zagging is exhausting.
For you.
And your audience.

It’s potentially confusing.

Because it’s hard to keep track of who you are (right now) and what you stand for (right now).

The worst outcome might be when you end up being confused yourself.

The alternative is consistency.
(Not to be confused with stagnation.)

Evolve, but because it makes sense,
not because of trends.

Amplify what works and ignore the trends that don’t.

And so, going straight can be what leaps you massively ahead.

How do you approach trends?

The leadership frequency trap

“I’ve said it a thousand times.”

Well, you have. I totally get that you’re tired of repeating the message over and over again:

  • This is where we’re headed.
  • This is what we’re building.
  • This is how we do things over here.
  • etc.

You’re literally lighting the path a hundred times each and every day.

Also, you might have stepped into the leadership frequency trap.

As the founder or the leader of your team, you have plenty of conversations each day. In most of these conversations, you’ll highlight some aspects of your vision. You’re selling to customers. You’re pitching to partners. You’re inspiring a member of your team in a 1:1. And we’re only halfway through the day …

For you, it feels like you’re really lighting the path all the time. The only problem is that each time you’re speaking to a different audience.

Most of your team is not in these meetings. Most of your customers don’t spend their whole time listening to you. Most people actually hear most of your messages quite infrequently.

What feels too much for you is probably too little for them. Lighting the path really is a continuous activity.

Consistency vs. Stagnation

There’s a fine line between consistency in your actions and stagnation.

Stagnation is almost inevitable when you act the same way over and over again. You figured it out once, and repeat it over and over. It’s consistent and thus, inflexible.

Here’s a different kind of consistency: If you act according to the same principles over and over again, your actions can vary, probably by a lot. It’s consistent and thus, flexible.

While the former might be the recipe for a failing business, the latter is invaluable for building a sustainable business.

Consistency attracts

When you consistently brighten your team’s day.
When you consistently decide to skip the bullshit.
When you consistently promise only the things that you can be sure to be able to keep. And then consistently overdeliver.
When you are consistently more generous than people are used to from others.
When you consistently take responsibility for the consequences of your action.
When you consistently commit to lighting the path for those that don’t yet see what you see.

Then that consistency will attract. And spread. And possibly even become contagious.

When everyone zigs …

… zag! Sure.

But keep in mind that going straight when everyone else keeps on zig-zagging, takes you a long way. Not every trend is worth chasing. Not every turn is worth taking.

Zig-zagging is exhausting. It makes it hard for our audience to keep track with who we are and what we stand for.

The alternative is consistency. Focus on the change you’re trying to make. Evolving slowly, but constantly. Absorbing what works and leaving alone the trends that don’t.

Don’t underestimate the branding value that consistency brings along.

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Dr. Michael Gerharz