A Human Approach

Jae Rang Headshot

Square Peg. Round Hole. Perfect Fit.

Aha!  Moment Monday

What’s the big deal about fitting in?

Actually, few things are as emotionally devastating as not fitting in.  It can feel like a big deal.  But the fit might look differently than you expect.

Let’s start with acknowledging that the need for acceptance is so powerful that we’re willing to adopt behaviours that we wouldn’t usually – buy the latest technology, contradict our ethics, adopt a lifestyle we can’t afford – in crave of the approval of others.  It’s that sense of belonging that makes us feel normal and all part of our need to love and be loved.

Brands love to be loved, too.   But how much love is enough … and at what cost?

Can we fall into a trap of wanting to capture wide appeal to such an extent that we compromise the very thing that makes us great?

Aha! ~ It’s okay to re-evaluate anything except your core principles

Within your core principles you’ll find your uniqueness which, by the way, also clearly identifies your desired tribe.

As Jay Forte writes on Intent Blog, “Our greatness is in our connection of our uniqueness with the ability to do something significant with it in today’s world.” While he is referring to applying our individual uniqueness, a truer statement for brands couldn’t be written.

Greta Thunberg, a Swedish environmental activist, advises, “When haters go after your looks and differences it means they have nowhere left to go … given the right circumstances, being different is a superpower.”

Translation: scale your brand to new heights (with this 16-year-old wisdom).

Create “the right circumstances” with the right people on the bus and a clear positioning statement that will attract only your favourite clients and
Give “difference” a new label: “Superpower”
Great minds fit differently.


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