You know how geese tend to run (and fly and gather and poop) in flocks? Well there’s one goose in the field along the road by my house that does things differently. While the other geese have been hanging out nearby in groups of 10, 20, 30 or more, “Gandolph Goose” (as I’ve named him) just wants to stand alone. And in doing so, Gandolph the lone goose has taught me some unexpected lessons about innovation and marketing.
Gandolph has been hanging out solo in the field for a couple of weeks now. Rest assured, he’s healthy, no hurt. He can fully fly, function and take care of himself. Yet still he chooses to stand apart from the nearby flock. And in doing so, the damnedest thing has happened. I notice him. Everyone notices him. People stop in their cars to notice him. They snap off pictures. Somebody fed him bread crumbs. I saw someone else roll down a window to say hi. There was a little kid who tried to chase him. even other geese from further down the field stop by to visit. Gandolph lets them hang out for a few minutes, but then moves several yards away to be solo again.
The punch line here? The mere act of separating from the flock…and staying separate…has resulted in our lone goose GETTING NOTICED AND GAINING OUTSIZED ATTENTION while nobody looks twice at the geese in the larger flocks. Doesn’t this same insight apply to your products, services, strategy, marketing, sales efforts, communications, website, user interface, app, promotions, whatever? The mere act of standing apart and staying apart makes you much harder to ignore. And what’s good for the goose is good for your business.