How To Be Remarkable In Strategy: Seth Godin Style

Becoming a standout Advertising Strategist, or brand for that matter, isn’t about following the crowd — it’s about breaking away from it. I was recently reminded of Seth Godin’s “How to Be Remarkable”. It still stands true today.

Here’s a tweaked version of how you can carve out your own path and make your mark in the advertising world, Seth Godin style.

1. Commit to Change

Understand the urgency of the situation. Half-measures simply won’t do. The only way to grow is to abandon your strategy of doing what you did yesterday, but better. Commit fully to transforming your approach.

2. Be Remarkable to Others

Remarkable doesn’t mean remarkable to you. It means remarkable to me. Am I going to remark it? If not, then you’re average, and average is for losers. Take Virgin Airlines, for instance. They used Gloria Gaynor’s “I Am What I Am” to position themselves as unique and bold in a crowded market. It wasn’t just about being noticed; it was about being unforgettable.

3. Stand Out, Don’t Just Stunt

Being noticed is not the same as being remarkable. Running down the street naked will get you noticed, but it won’t accomplish much. It’s easy to pull off a stunt, but not useful. Focus on what will make a lasting impact.

4. Embrace Extremism

Extremism in the pursuit of remarkability is no sin. In fact, it’s practically a requirement. The people in first place, those considered the best in the world, are the ones who get what they want. Rock stars have groupies because they’re stars, not just because they’re good-looking.

5. Find the Edge

Remarkability lies in the edges. The biggest, fastest, slowest, richest, easiest, most difficult. It doesn’t always matter which edge, more that you’re at (or beyond) the edge. Like Virgin Airlines, positioning themselves as the bold, fun alternative in the airline industry.

6. Ignore the Naysayers

Not everyone appreciates your efforts to be remarkable. In fact, most people don’t. So what? Most people are ostriches, heads in the sand, unable to help you anyway. Your goal isn’t to please everyone. Your goal is to please those who speak up, spread the word, buy new things or hire the talented.

7. Avoid the Obvious

If it’s in a manual, if it’s the accepted wisdom, if you can find it in a Dummies book, then guess what? It’s boring, not remarkable. Part of what it takes to do something remarkable is to do something first and best. Roger Bannister was remarkable. The next guy, the guy who broke Bannister’s record wasn’t. He was just faster … but it doesn’t matter.

8. Overcome Fear

It’s not really as frightening as it seems. They keep the masses in line by threatening them (us) with all manner of horrible outcomes if we dare to step out of line. But who loses their jobs at the mass layoffs? Who has trouble finding a new gig? Not the remarkable minority, that’s for sure.

9. Inspire Loyalty

If you put it on a T-shirt, would people wear it? There is no use being remarkable at something people don’t care about. You don’t need everyone to care—just a passionate few. A small group of die-hard fans is far better than a large audience that’s only mildly interested.

10. Reinvest and Reinvent

What’s fashionable soon becomes unfashionable. While you might be remarkable for a time, if you don’t reinvest and reinvent, you won’t be for long. Don’t rest on your laurels. Stay committed to being remarkable again and again.