How being different can beat being better

How being different can beat being betterHow being different can beat being betterI always thought that the best wins at anything. That might be true for sports. But leid for life and business.If youre trying to build a profitable business or stable career, you might be approaching it all wrong. At least, I was. And I think that the common belief about success is also totally wrong.I get it when it comes to sports. Theres only one place at the top. And to get to the top, you have to be the best. I only applaud that. In fact, Im inspired by athletes like LeBron James, Christiano Ronaldo, Serena Williams, and others.But business is different. Instead of being the best, you must strive for becoming the first. Al Ries and Jack Trout put it best in their classic absatzwirtschaft book, The 22 Immutable Laws Of MarketingEveryone is interested in whats new. Few people are interested in whats better.Who cares about a marginally better product or service? Thats the problem with most businesses and even people. We compete with each other for the same market. Thats the basic idea behind Blue Ocean Strategy by W. Chan Kim and Rene Mauborgne.The authors argue that most companies find themselves in markets with too much competition, called red oceans. They writeBlue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant. Instead of dividing up existing- and often shrinking- demand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the competition.But how do you break away from the competition?Be different.I look at entrepreneurship like the music industry. Every akrobat that is at the top of the charts is different from everyone else. Theres only one Drake, Rihanna, Lady Gaga. These artists didnt try to become better versions of Jay-Z, Madonna, Beyonce, or whoever came before them. No, they created their own genre.Drake is t he first rapper that sings and who gets away with it. Rihanna broke out with a song called Pon de Replay which is a combination between pop and reggae, a new sound. Lady Gaga, well, she doesnt need an introduction. Shes Lady Gaga and you cant compare her with anything.You see, its not about being better, its about being different. And when youre different, youre often the first in a new category.Tim Ferriss was the first lifestyle entrepreneur. He popularized the idea in his book, The Four Hour Work Week. Did he invent the idea? Who cares? Hes known for it.Al Ries and Jack Trout sayWhen you launch a new product, the first question to ask yourself is not How is this new product better than the competition? but First what? In other words, what category is this new product first in?You can apply this to your career as well. Scott Adams, creator of the comic strip Dilbert, is the first cartoonist that writes about life advice and business. Hes different. And hes the first.Dont ask yours elf, What am I better at?Ask, How am I different?The easiest way to be different is to combine skills that are new in a certain area. I also learned that idea from Scott Adams in his book How to Fail at Almost Everything and Still Win Big Kind of the Story of My Life. (I love that title, btw.)Adams says that every skill you acquire, doubles your odds of success. He writesNotice I didnt say anything about the level of proficiency you need to achieve for each skill. I didnt mention anything about excellence or being world-class. The idea is that you can raise your market value by being merely good- not extraordinary- at mora than one skill.Adams strategy is practical, and more importantly Realistic.Anyone can become different in their field become becoming better at one or more of the following skills (check out Scott Adams book for a more comprehensive list)Writing Were all writers. And by writing well you can stand out from the crowd.Public Speaking Getting comfortable with speaki ng in front of a group makes you a better leader.Selling We all have something to sell Our art, products, services, and even ourselves.Can you think of a surgeon that can also write and speak well? Atul Gawande, the author The Checklist Manifesto comes to mind.Think different.I know, its been used to death, but the old Apple commercial hits the nail on the head. Once you get the concept, you start noticing the patterns everywhere. Think different is not some marketing slogan.Its at the core of success. Every business or person that succeeds is because they did SOMETHING different.The question now is What are YOU going to do differently?This article first appeared on Dariusforoux.com.