The hunt for visibility

Look at me!
Look at me!
Look at me!
Look at me!
Look at me!
Look at me!
Look at me!
Look at me!

In the hunt for visibility, the space is overflowing with “Look at me” messages.

The irony being that what gets our attention is the exact opposite: “I see you”.

(Here’s a great example of that.)

Edgy and weird

Average blends in.
Edgy stands out.

For example, there’s this super weird fashion store that draws an ever growing crowd of loyal superfans.

It’s no wonder that imitators started to spread who tried to copy the edginess.

And failed.

Because they misunderstood the reason people fell in love with the original. Which was not the fact that they were edgy. It was the fact that they were specific.

The imitators copied the look but lacked the understanding of the specific needs of the customers. The edgy look was a consequence of being specific. The fact that it felt kind of weird was much more a coincidence than a choice.

Being specific almost inevitably leads you to become edgy.

Specific can be weird, but more often than not it isn’t. Weird is just one way of being edgy.

Can you be more specific about who you serve? And what they need?

What if you did one thing differently the next time?

Only one thing. But it needed to be one thing that requires some courage.

What could it be?

What would need to happen so that you could convince yourself to actually do it?

Don’t you think it would be worth the effort?

Spread the Word

Picture of Dr. Michael Gerharz

Dr. Michael Gerharz