"Dare to be different!"
In our age of mediocrity and everyone looking at each other with the herd mentality, those individuals and companies that dare to be different, are those that will be able to position themselves in the minds of businesses and consumers in these extremely competitive times.
Daring to be different isn't as easy as it sounds, because society in general attempts to bring people up in a collective way, a way which discourages people to go against the grain, and just accept things the way they are.
To be different doesn't just mean doing outrageous things, that only works in a limited number of areas and situations. To be different goes to the core of what a company is and the type of culture it represents.
When Herb Kelleher was running Southwest Airlines (LUV) there was no uncertainty who they were and what they represented. Their customers loved to go with the airline to participate in the experience offered by the company. It was just plain fun to fly with them.
It was their difference that made them so popular, not just with customers, but with the media that was always looking for interesting stories to talk or write about. The commitment for them to be different is what made this all possible. Being the same as everyone else does nothing to attract attention or get people to want to interact with a business. It's being different that does it.
It's odd when considering being different, because we hear the word "differentiate" being thrown around all the time, and yet business leaders and companies are afraid to take that step to make it happen.
Courage to be different isn't always easy to do, but the alternative is to not stand out in the sea of sameness and mediocrity.
Other Herb Kelleher Sources:
Herb Kelleher on the Record, Part 1
Belief Model for The Leadership of Herb Kelleher (Southwest Airlines)
Herb Kelleher, Chairman, CEO and President, Southwest Airlines
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