If you don’t recognize the title of this column as a line from the cinematic class “My Cousin Vinny”…well…that says a lot about you. For those uninitiated, it is the story of (according to imdb.com, from which the following was unapologetically cut and pasted) "two New Yorkers who are accused of murder in rural Alabama while on their way back to college. One of their cousins--an inexperienced, loudmouth lawyer not accustomed to Southern rules and manners (the titular Cousin Vinny)--comes in to defend them." In an attempt to fit in (although he’s a prototypical fish out of water), he’s taken to wearing cowboy boots…as though they’ll make a difference. His girlfriend, the magnificently named Mona Lisa Vito, utters those words at him: “Oh yeah…you blend”.
That’s the problem with you people…you just don’t recognize classic cinema when you see it. Nevertheless…
Eventually, I’ll get to my point. I generally do. I love sharing these journeys with you. Let’s start with this:
I know I’m not for everyone. Maybe too much like the aforementioned Cousin Vinny, I wear my Brooklyn on my sleeve (note to self: introduce apparel line with “Brooklyn” printed on sleeve). I know that I’m an acquired taste. Like head cheese. Or Fox News.
Of course, I have made efforts to fit into certain crowds. What insecure teenager (no matter what age) hasn’t? Therapy has since proven that that ain’t gonna happen. I may co-exist with those crowds, but I’ll always be that pair of brown shoes worn with a tuxedo (thank you, George Goebel, wherever you are. Go on kids…look it up). And it’s at this point in my life that I’m okay with that.
All of this helps me stand out. Sure…in some instances, it might be with an “Oh…him”, but they know who I am.
I’ve given up trying to be one of the cool kids. I never was, and never will be. Now to make you cool kids want to be like me.
Some of you may want to start at the shallow end of the pool. I don’t want you diving in if you’re not prepared.
My mother may tell you otherwise but, aside from my childhood ice cream preferences, there’s not much “vanilla” about me. My life may be utter chaos, but it’s never boring.
I don’t think I’ve ever intentionally stepped on toes or pissed people off, but I’m sure it’s happened. I know it’s happened. It’s who I am…it’s what I do. You could almost say it’s my “brand”.
And that’s my whole point: be real. Be authentic. Be you.
This all came rushing to the front today when I was reading something from Seth Godin. Again…there may be a lot of cutting and pasting here, but I want you to read his words.
While driving through France a few years ago, my family and I were enchanted by the hundreds of storybook cows grazing in lovely pastures right next to the road. For dozens of kilometers, we all gazed out the window, marveling at the beauty. Then, within a few minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common: It was boring.
Cows, after you’ve seen them for a while, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring. A Purple Cow, though: Now, that would really stand out.
The essence of the Purple Cow — the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows — is that it would be remarkable. Something remarkable isworth talking about, worth paying attention to. Boring stuff quickly becomes invisible.
As I wrote earlier, I’m an acquired taste. Like a Purple Cow. While some of you pause to ponder what a Purple Cow tastes like, and others may bless their vegetarianism, I’ll continue.
You want to make a difference? Do you want to be different? As I have written and stated so many times before…and this doesn’t exclusively apply to the promotional products industry…customers can buy the same (and I’ll edit) stuff from any number of vendors and sources. Why should they buy from you?
The answer to that is you. You make the difference. You are why people want to work with you or your company (or not, as the case may be). You are your own secret sauce.
(Pausing to ponder if secret sauce goes well on Purple Cow. Wow I have a problem with focusing!)
Godin caught grief for what he wrote. It went against the norms that had been previously established. I believe that was his point. It must have worked…the book from which his comments above were taken sold over 150,000 copies within its first two years in print. His large glasses and shiny head aren’t all that make him stand out.
And...and if something like that is part of your brand…your trademark…own it. Be you. Who else would you want to be, anyway? Look around you…it’s not much better out there.
You are who you are…revel in it! Modify it. Embellish it. Expand upon it…but stay true to the you in you.
Mike Schenker, MAS, is “all that” at Mike Schenker, Consulting, where he assists businesses entering the promotional products industry, mentors professionals, and offers association management. He is a promotional industry veteran and member of the Specialty Advertising Association of Greater New York (SAAGNY) Hall of Fame. He can be reached at mike@mikeschenker.com