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“While we have the gift of life, it seems to me that the only tragedy is to allow part of us to die – whether it is our spirit, our creativity, or our glorious uniqueness.” - Gilda Radner You might not know it to look at me, but actually I am a big fan of eccentricity. Reliable studies have shown eccentric people live longer and have better health than those who aren’t eccentric in some way. Former Vogue editor Diana Vreeland once said “a little bad taste is like a nice splash of paprika.” I’m not necessarily talking about bad taste, though. Rather something unusual and out of the ordinary. When I evaluate potential clients I always search for their company’s unique qualities that their competitors can’t claim. Maybe it’s a long and distinguished history. Or a proprietary new approach to service. It could be the strong personality of the company’s top executive. Whatever it is, my marketing activities are sure to reflect and emphasize these key differences because they are what make the company unique and memorable. In today’s media-saturated world, it’s just not enough to be bland and nondescript. To leverage your marketing dollars, look for ways to identify and amplify the qualities few others possess. TIP: As you network with colleagues throughout the upcoming holiday season, take the opportunity to ask them what about your company has always stood out as unique to them. Listen carefully to the responses. They may become the basis of your success in 2009.
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