Do you remember when you were a teenager searching for your “true identity”? In trying to define who you were and associate with others who could “truly understand you”, you gravitated towards a group.
But it wasn’t enough to just identify with the group. In order to feel like we belong at the deepest level, we assimilate, so the group accepts us. This is human nature at all stages and moments in life.
Think about the last networking event you attended by yourself. Did you waltz up to a group and try to join the conversation? Or did you scope out another person who was also standing by themself?
While assimilation gives us confidence and security as a individual, the process is detrimental in business. Innovative companies like Apple and Facebook are successful because they are different at their core. Their internal struggle is how to stay on the leading edge, not how to fit in.
The people who dream of becoming an entrepreneur, but never act, are the ones doing the same thing as everyone else, while trying to imagine the world’s next big idea.
And while they dream, you already own your piece of the crowded marketplace. You ask yourself everyday, “how do I get more customers and make more sales?” Your struggle is not what to begin, but how to stand out and attract attention.
In a world built on standardization, it’s actually really easy to stand out. Human nature teaches us at every step to fit in, so when a business is different, even in the slightest of ways, it naturally draws attention.
So the real question is, “how are you different?”