The following is an email that was sent to me from our CEO, Marc Lebel. I thought that it was an interesting message about interpreting “common beliefs” for yourself. I hope that everyone takes something positive from this message and applies it to themselves at some point this year.
I recently travelled to an area that many do not consider the most desirable holiday destination. There are parts of this country that are rife with crime and considered highly dangerous, so I had avoided them in the past. But I discovered what so many other tourists have experienced: long, sandy beaches, picturesque mountains, extraordinary safaris, and beautiful vineyards.
If I had stayed away from this country because of the widely held belief that it is “not a safe place to visit,” I would not have the fantastic memories I do today. This made me think that we need not always accept popular opinion and that we need to think for ourselves.
Success Comes to Those Who Think Differently
In life, as in business, too many people cling to misconceptions that hold them back and inhibit their chances for success and happiness. Consider the words of Steve Jobs in Apple’s “Think Different” commercial:
“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… You can quote them, disagree with them, glorify or vilify them, but 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 ones who are crazy enough to think that they can change the world, are the ones who do.”
This is not just an advertisement; it is the backbone of Apple’s business model, and one cannot argue that it has not worked.
Creativity, Focus, and Executing Effectively Through Different Thinking
So, how do you think differently? Let us start by identifying some of the most common beliefs you should reject:
1. People are primarily motivated by money
All too often, business leaders think that their customers’ and employees’ main concern is money. This is probably because money is a central concern in business, so leaders become obsessed with its importance.
Over the past couple of years, I have realized that humans are emotional creatures and we crave purpose and value. Employees want to be paid fairly, but they also want to feel as though they are part of something—part of a team.
Customers consider price, but they also pay attention to quality and convenience. By believing that money is the most important motivator, business leaders forget to build more talented teams and connect with customers on a more personal level.
2. The best dressed is the most successful
Putting up a fancy front has undeniable appeal. How can a business be taken seriously unless it has a trendy office, slick marketing materials, and a presence at all major events and trade shows? The truth is that focusing on “fluff” can distract attention from what really matters—creating an efficient structure, culture, and platform that allows people to share information and knowledge.
I would argue that this misplaced focus is the cause of many business failures. The reality is that the best dressed is simply the best dressed—nothing more.
Success in business is about identifying opportunities, continually innovating, creating compelling value propositions, executing efficiently, and developing long-term competitive advantages.
3. Do not enter a market where there is competition
This belief is like a skier who insists on only riding untouched slopes. These skiers are often the first to find trouble. Entering uncharted markets involves significant risk and expense, including educating customers and determining whether the idea is viable.
Entering a competitive market often validates the business model. The goal should not be to avoid competition, but to outperform it.
4. We should do what our competitors are doing
Leaders often cling to this belief, especially when competitors appear more established. A well-funded competitor may simply have more resources to waste, yet others still feel compelled to follow their lead.
I say, forget the competition.
The key is to assess your core assets and determine how to leverage them to your advantage. When you study competitors, do so only to find ways to do something entirely different and lead the industry.
If you want to stand out, challenge assumptions, think creatively, and, as Steve Jobs advised, think differently.
These so-called common beliefs are shortcuts. While shortcuts are tempting, success belongs to those willing to do the hard work. Anyone can copy competitors, but leaders invest the effort to create innovative strategies.
Thomas Edison once said, “Opportunity is missed by most people because it is dressed in overalls and looks like work.” In closing, mediocrity belongs to those who stay within boundaries—and mediocrity in business is a recipe for failure.