Simply brilliant
Mastering excellence in simple acts
Description
The common belief is that only tech startups in the "new economy" can be part of a great success story by being disruptive. However, this isn't true. Success is accessible to all, even in the most ordinary fields, through radical creativity. To stand out today, you must innovate your product or service to be exceptional.
As William Taylor says, there are no average businesses, only average ways of doing business. Thomas Friedman adds that being average is no longer enough; one must discover their unique value to excel.
Table of contents
01Principle 1: cease striving for best, aim for unique
In today's competitive landscape, the most successful organizations are those that not only offer compelling deals but also champion innovative ideas and undertake endeavors that their counterparts might not even consider.
During the mid-1980s, the concept of "value propositions" began to gain traction among business consultants at McKinsey & Co. This concept emphasized the importance of businesses articulating a clear and succinct statement that outlines the benefits, both tangible and intangible, that they offer to customers, alongside the price they charge. Companies diligently worked on crafting their value propositions and ensuring these propositions resonated throughout their operations.
However, in the current business environment, merely having an appealing value proposition is insufficient due to the saturation of competitors who are doing the same. Today, companies that distinguish themselves are those that engage in activities others find unfeasible or are unwilling to undertake, thereby delighting their customers. These organizations possess what is known as "lighthouse identities," characterized by a unique perspective that they infuse into all their products, services, and experiences.
Take, for example, SOL Cleaning Services, a company based in Helsinki, Finland, and founded in the early 1990s by Liisa Joronen. SOL Cleaning Services has revolutionized the cleaning industry by changing the way cleaners work, encouraging them to utilize both their intellect and physical abilities to break the monotony of routine tasks. Unlike most cleaning companies that schedule their work during nighttime hours, SOL insists that its cleaners operate during the day, in the midst of bustling offices, hospitals, and laboratories. The cleaners are easily recognizable in their vibrant yellow-and-red jumpsuits and are empowered to propose new business services based on their observations, even negotiating deals on the spot. This innovative approach has transformed cleaners into the company's frontline salespeople, leveraging their on-the-ground insights.
02Principle 2: knowledge shouldn't restrict imagination
Having a deep level of expertise in a particular field is undoubtedly beneficial, yet there are instances where it can hinder the process of innovation. To achieve a level of brilliance that is both simple and profound, it is crucial to cultivate a practice of questioning and challenging the established norms within your industry as well as the historical precedents that have shaped it.
William Taylor eloquently points out that expertise, while a powerful asset, can become an obstacle to innovation. He notes that history has shown us time and again that those with the most knowledge, experience, and resources in a field are often the last to recognize and capitalize on opportunities for groundbreaking change.
Interestingly, it is frequently those who are not entrenched in the norms of an industry who are able to identify and execute revolutionary ideas.
For instance, CNN, the pioneer of 24-hour news broadcasting, was not founded by an established media conglomerate but by Ted Turner, who was relatively new to broadcasting and had inherited a billboard advertising business from his father. Similarly, Robert Pittman, a young radio programmer at the time, was the mind behind the launch of MTV, a concept that could have been realized by any of the major global music labels had they seized the opportunity. Moreover, Yahoo! missed the chance to acquire Google and Facebook when they were still in their infancy, passing up on what could have been transformative acquisitions.
Cynthia Barton Rabe, a former innovation strategist at Intel, emphasizes that the very experience and best practices that form the foundation of an organization's success can also act as barriers to innovation. She argues that expertise can lead to a fixation on the "what is" at the expense of the "what if," stifling creativity and innovation. This is because becoming an expert often involves sacrificing imaginative speculation for a more grounded understanding of reality.
03Principle 3: kindness equals cleverness in importance
To achieve excellence in any field, it is imperative not just to adopt a unique mindset but also to exhibit a level of dedication and care that surpasses that of others.
It is the small, seemingly insignificant acts of kindness and the ability to connect on a human level that truly make a difference. Mother Teresa once eloquently stated, “Not all of us can do great things, but we can do small things with great love.” This sentiment holds true in the corporate world as well, where there is a tendency to focus on grandiose ideas. However, true progress should never come at the cost of empathy and generosity. By treating individuals with compassion and care, a positive response is almost guaranteed. Despite the magnitude of larger events, it is the small acts of human connection that continue to captivate and engage people.
For instance, consider the heartwarming story of Brandon Cook, who visited his grandmother in a New Hampshire hospital. She was battling cancer and in her final days expressed a desire for a bowl of her favorite clam chowder from Panera Bread, which was unfortunately only available on Fridays. Brandon reached out to the nearest Panera store, explaining his situation, and was met with an immediate and compassionate response. The store prepared a fresh batch of clam chowder and delivered it to the hospital along with a box of cookies as a gesture of goodwill. Overwhelmed by this act of kindness, Brandon shared his gratitude on Facebook, which led to widespread positive attention for Panera Bread. This story exemplifies how simple acts of kindness can resonate widely, enhancing a brand’s image and fostering a deep connection with the community.
04Principle 4: valuing allies over exerting power
Achieving brilliance necessitates the inclusion of ordinary individuals in making contributions that surpass the ordinary. This can only be realized under the guidance of leaders who embody both humility and a strong desire for more.
In the year 2012, Tony Hsieh, the CEO of Zappos, recognized the impending need for his expanding company to enlarge its headquarters. During his exploration of the corporate campuses of renowned companies such as Apple, Google, and Nike, Hsieh was struck by their impressive features but puzzled by their isolation from external influences. This led him to ponder if Zappos could establish a new headquarters that would thrive amidst a dynamic community of artists, tech enthusiasts, and entrepreneurs, thereby fostering a surge of energy and creativity.
With this vision, Zappos took over a sixty-acre tract of land and various buildings in a neglected suburb of Las Vegas for a total of $200 million, initiating the Downtown Project. Additionally, Zappos allocated $50 million each towards supporting high-tech startups, local entrepreneurs, and cultural and artistic endeavors.
Tony Hsieh, the visionary CEO of Zappos, emphasizes the importance of 'collisions over convenience,' aspiring to transform the company into a global hub for coworking and colearning. He envisions a lifestyle reminiscent of TED or South by Southwest, focusing on long-term benefits such as connectedness and luck over immediate financial returns. Hsieh dedicates several hours daily to fostering new connections, supporting worthy business ideas, and staying abreast of trends in various fields. He views these interactions as opportunities for serendipitous discoveries, beneficial for both Zappos and its employees.
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