According to them it is just about being different in a crazy capacity! Apple has proved to be one of the most genuinely different companies of the last 2 decades, managing to achieve tremendous growth in the last few years. It makes me think that if Apple was a human being that would be (who else?) Steve Jobs. What a coincidence, don’t you think?

It is indeed very true that differentiation is one way to succeed in a market.  The level one can differentiate itself from another is undefinite. However, there are only few that choose to leave no chances for the rest to even be comparable to them. We call those the “crazy ones” because they cross the lines of the game. They brake the rules and decide not only to be different but to be antithetic.

Is this so hard to do? Can everyone be so ” crazy smart” as Einstein, so “crazy influential” as Martin or so ” crazy innovative” as Steve? You may think this is not possible, simply because those people were born to be what they have been. Partially I would agree as a big believer of traits. However we cannot ignore the common theme that persists here which is so easy for all of us to immitate as it is to try become more organized or improve our time management skills.

Just try to be genuinely different. Next time you do something try to do it different. Try to think a crazy way of doing it that most people would think is crazy. You see, we are all so taught to think in the same way, to obey similar rules and to respect similar instituions, that it almost makes it the easiest thing in the world to think differently from most of the other people.

Some people see this and reaact. They think and act differently because they can see this the easiest (not painless though) way to achieve their maximum potential.

Have you ever wondered how special effects commercials are being shoot. You may think that nowadays is all about the computer editing. Everything goes though a professional editing program and turns artificial scenes into reality. How would you think this commercial was shoot?

Well, there have been many things said about this amazingly successful campaign, however the way this commercial was shoot is amazing itself. You may have thought that this is really high tech computer engineering, combined with some standard special effects. It seems that is actually basic engineering with a lot, a lot of human creativity!

Enjoy:

…or is it a different game after all? That’s the question! And it is probably not so straightforward to respond as it is with Shakespeare’s fundamental issue, but since you have already sorted out if you want to be or not to be in the digital arena, then maybe you need to start thinking of how to better play this game.

And to play a game you need to know the rules. And once you learn the rules you need to practice it. Not everyone is going to master it, because you also need to be lucky to have the talent needed for it. But in any case, good may be great for you. You may don’t need to be the master of the game if you are better than your current opponents.

OK, nice. So you now know the game very well and you play it right. Also, many people around you play this exact same game with you, a bit better or worst than you. Maybe you can focus on the best so that you become better!

But one second. Are you sure you are playing the right game? Well, recently I heard this great comparison of traditional vs digital marketing that sort of shocked my world. To put it in the right context, this was a comparison of doing marketing the traditional way and doing marketing in a digital world:

“Marketing as we know it, is like bowling. You need to have a nice big ball, and know how to throw it out the right way so that you hit all the pins you were targeting. Bum… Strike! Marketing in a digital world though, is like snooker. Here you are now, with your perfect stick and your small white ball ready to hit each one of these individual balls, into the right whole. Bum… bum… bum… bum… Win!

So, make sure you play the right game! Digital is providing the opportunity for marketeers to target their audience in a one by one basis. Are your digital initiatives doing that or are you still focusing on the masses?

Some extra food for thought: At a bowling round, you and your rival can very easily come to a tie. You “strike”, he or she “strikes” and you are both happy. At a snooker game though, you must be lucky to go first. And if you go first then you have a great chance to win the whole game, without even leave your opponent have a shot. However, if you miss a single ball then you give your opponent the chance to jump into the play and guess what: You may loose the whole game!

The Superbowl – America’s biggest sport event (they even call it the World Championship, even though only US teams participate!) took place last night in the US!

There are 2 main reasons the whole country paralyzes in front of their TVs that night: The sport itself and the commercials. I am not a fan of sports but I think I will never stop expecting this day, to watch some of world’s best and worst commercials ever.

The Green Bay Packers and Volkswagen seem to be the definite winners for 2011!
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