Making Something Different

I’m watching a repeat of the season premiere of Project Runway (yes, I am a fan). The challenge for the first week was to take grocery items and repurpose them into something fashionable. Many succeeded, while a few fell flat on their faces.

The most common error was taking an existing fabric—like a tablecloth or shower curtain—and converting it into a dress. Sadly, my young daughters do something similar without much thought.

The ones that proved better used unique materials to get to the same place. A few others added an artistic flair, bringing things up another notch.

Managing a brand is not much different. As Seth Godin likes to say, you have to do something remarkable, something akin to a purple cow. I recently had someone tell me that their “green gorilla” was their version of Godin’s cow. Yawn. It’s just another colored animal. That’s not creative. That’s lazy.

Do something no one else is doing in a way that no one else will. Be unique. And do it well.

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