I remember the excitement of Krispey Kreme coming to my town a few years ago. As a sales guy, I love to bring treats to my customers, and nothing sounded more “treaty” than a dozen of the finest warm donuts my corporate American Express card could by. I was going to make a splash with my customers. Pulling up to the drive through, waiting nearly 20 minutes for donuts, I could hardly contain myself. As I finally picked up 8 dozen (one for each planned stop of the day), I was ready to deliver some tasty smiles to go along with my unique treat. As the story goes, I wasn’t the only sales rep being unique that morning. Several of my offices had piles of Krispey Kreme boxes stacked in a corner.
Unique (Photo credit: Goldmund100)
My “get unique quick” scheme didn’t work so well.
Today. nothing has really changed. A few years ago, someone began using the hashtag on twitter as a means to organize and monitor trends. Facebook is following suit with hashtaging. Everywhere you look online is hashtags. The problem is once hashtaging reaches a critical mass, it will cease to be useful. Several hundred, maybe even several thousand references to Iphone 6 (#iphone6) can draw attention and add value to the reader, several million is just plain stupid. If everyone is hashtaging, then no one is hashtaging.
Uniqueness has a tipping point where it becomes boring and no longer unique.
Where do we go from here? Here’s a quick guide to help you stay authentic in an attempt to be unique (I argue that many times the attempt at uniqueness is enough if you are authentic).
1. There are no shortcuts to being Unique. Delivering Starbucks to the office is not unique. There are 10 Starbucks within a few minute’s drive of my house. Feel free to bring the coffee though. It’s still nice.
2. Unique is rare, don’t fuss over being unique 100% of the time. A free Starbucks, while not unique, is still welcome. As a nice gesture to a good customer, a tool to warm up a tough gatekeeper, or a pick-me-up on a rough day for your girlfriend. An authentic gesture is just as valuable as a unique one.
3. Be infrequent in your uniqueness. regular uniqueness is inauthentic and exhausting.
4. Do your homework. You won’t hit a home run with every interaction you make. Understand your audience, however, will vastly increase the impact of what your attempting. Finding time to uncover a passion of a client, or sentiment for a girlfriend, will dramatically increase your odds for the “breathtaking” moment.
5. Know WHY you are doing what you are doing. Being authentic and having the appropriate motives is much more important than being “different” or unique.
Go be yourself. You are unique in being yourself. You are not the lightning thief, don’t worry about catching lightning in a bottle.
What is your unique “thing” you bring?