Lessons from a lone goose

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.

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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.

 

 

 

 

Here’s To The Crazy Ones

Way back in the stone age days of 1997, Apple Computer came out with a kick ass ad campaign during the launch of the Macintosh. This “Think Differently” campaign rang true then, and it’s still equally powerful today.  Here’s how it went:

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”

think differentSo while everyone else is telling you why not, nay-saying, resisting, saying “we can’t” or “we won’t” or just being a general all around pain in the you-know-what, just keep telling yourself:STAY CRAZY That is, if you really want to make a difference.

Want breakthrough innovation? Be very, very contrary

Don’t think innovation can be forced or pulled out of thin air? Au contraire.  Seriously.  Au contraire.  One simple and HIGHLY EFFECTIVE way to achieve innovation is to be very, very, very contrary.  How?

A GREAT innovation tool we’ve used over the years to achieve real results is called The Great “What If” Game.  Essentially, this brainstorming exercise forces you to look at your situation (product or service) in very contradictory ways by asking a series of “what if” questions.  For example, in looking at your situation, what if we:

  • Modernize it?
  • Make it bigger? Make it smaller? Change its shape?
  • Substitute in something new or unexpected?
  • Make it more hip/cool?
  • Beautify it?
  • Simplify it?
  • Make it thicker?
  • Make it lighter?
  • Make it sexier?
  • Make it more fun?
  • Make it more powerful or potent?
  • Combine it with something improbable?
  • Make it healthier?
  • Make it more indulgent?
  • Make it more personal?
  • Make it more upscale?
  • Etc., etc.

You get the idea.  We challenge you to dream up your own large number of “what if” questions for your product or service. Then, see where it takes you.

Skeptical and don’t think this can really work? Au contraire – here is just a smattering of real world examples of where it has worked (by creating juxtaposition vs. the status quo):

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The moral of the story? Use the Great “What If” Game to zig where others zag, go up to their down, be yin to their yang.  And watch what happens.

Let’s brainstorm! Have any favorite techniques you use to think contrarian or get outside the box? Please share them over here in the comments.