I don’t know about you but when I am told to follow the rules, my first reaction is to question and challenge.
We are fed a steady diet of “you need to do it this way” or “the only guaranteed route to success is to ....” My response is “Why?”
There are some extraordinarily successful people out there – some in the public eye, some not. And most of them never followed the rules, they made them.
There’s much to be learnt from these rule breakers of course but here’s the way it normally goes – someone creates a new way of doing things. It works like a dream, so it gets packaged up as the way to solve a problem. It gets pushed out there for carbon copy mass implementation and it doesn’t work the same for everyone.
Which is inevitable. Every single one of us is unique. And rules, systems and frameworks are not empowering they are constraining. They stifle our creativity and freedom to be who we are. We all think differently, act differently, speak differently. Each one of us in unique – so how can rules in business ever work?
It’s not just about thinking outside the box, it’s about moving outside of the box altogether. We need to redefine our concepts of structure. A box is designed to keep us contained, to prevent us from moving around freely – it is the very antithesis of the structure we need to create a thriving business.
Structure should be there to support not constrain. It should be flexible, malleable and dynamic. Someone else’s structure can never fit perfectly – it cuts in here and flaps about there, it’s not comfortable because it is not designed to fit. The only way to achieve true support is to build it uniquely around you.
There is a strong cultural shift building that is throwing out the rule book. Those who cling steadfastly to the belief that there are systems and frameworks that work, no matter what, will soon enough discover that this is simply no longer true. Outward imposition of rules is defying the individuality and spirit that is bubbling up with increasing power. But the energy that is bubbling up is looking for structure and guidance – it’s human nature to need it. But that has to come from within.
It takes courage to do things your own way – to believe that you have everything you need to create what you want. The rules of engagement must support us to be who we truly are and to nurture the spirit, energy and intent of the business we are evolving.
Inside each and every one of us is a unique mosaic of skills, talents, passions, energy, vision and personality that creates an experience for our clients that is absolutely distinct from anything else out there. Stepping into this power is at the core of creating structure that truly supports. This is the Zone of Uniqueness and the heart of marketing from the inside out.
On Thursday 15th December, I will be holding a free masterclass where we will explore the power of the Zone of Uniqueness in creating marketing that connects, converts and transforms your business. If you would like to join us, you can register here.