Doing the opposite of everyone is valuable
It’s supply and demand. The more people do something, the less valuable it is.
Everyone else is multi-tasking. So it’s more valuable to single-task.
Everyone else is hyper-connected. So it’s more valuable to disconnect.
Warren Buffett’s investing advice is “Be fearful when others are greedy, and be greedy when others are fearful.”
So do what others aren’t doing.
If you play an instrument, give it a twist that nobody’s done before. Like Greg Pattillo’s beatbox flute. The New York Times said he’s “the only person in the world who does what he does”.
When I made a living playing colleges, I had three different acts: a rock band, a solo acoustic show, and “The Professional Pests”, an act where I’d run around in a black lycra bag, bothering people. The Professional Pests out-booked the other acts by 5-to-1, because there are tons of rock bands, tons of solo acoustic shows, but only one place to hire a guy running around in a bag, bothering people.
Look at what your competitors are doing, then vow not to do that. Don’t try to beat them at their game. Play a completely different game. Be radically opposite. Don’t be associated with them in any way. Be so different that people don’t even think to compare you.
Before Starbucks launched, a cup of coffee almost anywhere cost 50 cents. But Starbucks wanted to sell their coffee for $4. How could they get away with it? They made a unique ambience inside their shops. They created unique names for their sizes, like Grande and Venti. They created unique names for their drinks, like Frappuccino. Their offerings were so different that people accepted the $4 price without comparing it to the typical 50-cent cup of coffee.
That is how different you should be. Don’t compete. Be completely different.
yeah. Good point. But, first and foremost learn to be yourself.
Great post as always, Derek. That Warren Buffet quote is classic and it probably one of the reasons he's as successful as he is. Thinking creatively and the opposite of others will almost always ensure that you'll be in demand, as your Professional Pests example shows.
This post also reminds me of a great book, "Whatever You Think, Think The Opposite" by Paul Arden. I picked it up a few years ago and use it as a reference and inspiration whenever I'm in a jam. You can pick it up here: http://www.amazon.com/Whatever-You-Think-Opposite/dp/1591841216
yep. right on again, derek. While every other music site is out there trying to get "everybody" to join. We are being selective, and creating a community that we can serve.
We won't ever be huge, but we'll always be meaningful.
fran
Laws of supply and demand.
Music World 2.0 will redefine music as the world has known it. Independents will, if they are committed, become successful. Artist need to find their passionate niche and work it 24/7. As always building a loyal fan base will be priority # 1.
This approach has served me well, thanks Derek!
I called a booker and wanted a gig at this venue. The lady said, we have a guy that sings to everyone in their room. Can you beat that I said, that is wonderful and you should continue.
My voice would be gone so, I just asked myself a question and added new things to my show.
Awesome post! Doing the opposite is really about creativity and risk taking. Paul Arden a one time executive creative director at Saatchi and Saatchi said, “If you always make the right decisions, the safe decisions, the one most people make you will be the same as everyone else."
good post. but - why aren't you still running around in a lycra suit? And, if you had the chance, wouldn't like it if one of the other two had worked for you?
Yes it would have been nice if the band or solo acoustic show was more popular, but in hindsight I can see why they weren't. They did OK but not outstanding like the Professional Pests. — Derek
While I see the point you're trying to make, the opening line is terrible.
"the more people do something, the less valuable it is"
Right. The more people who Twitter, the less valuable it is... except, with Twitter hitting critical mass, Amanda Palmer can use it to rake in $19,000 through three experiments.
In an attempt to be concise, you completely ignore the power of networks, community, audience, participation, etc...
Though, I know you know a lot more about these things that I do. But that was just a sloppy line!
Some years back I stumbled on Hugh MacLeod's "How To Be Creative" PDF on changethis.com
1 item from HTBC that really struck a chord with me was -
"Don't try to stand out from the crowd - avoid crowds entirely".
word
"You do not merely want to be considered just the best of the best. You want to be considered the only ones who do what you do." -Jerry Garcia
Failure is the new success...
"running around in a black lycra bag"
photo please :-)
— Derek
See ProfessionalPests.com
"I'd run around in a black lycra bag, bothering people."
Didn't know you were ever a DC lobbyist... :-)
Doing the opposite just to do the opposite is conformity through the backdoor no? Being original and unique doesn't neccesarily imply doing the opposite...although I think that's what you were saying anyway right?
Creative interpretation of what “opposite” means, maybe? — Derek
what if you have been odd, opposite or contrary all your life? who would I want to conform to? these days there are hundreds and hundreds of different choices.
Bill Thurman
PS you might as well be yourself
Timely post Derek, just what I needed to hear, thanks!
That's a great insight Derek, as always, and that's an awesome squirrel-dog!
When I was a grad student at NEC, there were a lot of fantastic straight-ahead jazz pianists. I wanted to develop my straight-ahead chops, too, but I was also exploring some less conventional techniques -- atonal improv, tone clusters, and so on -- and I found myself really trying to do something very different from everyone else.
There was one guy (Mark Shilansky -- you should really check him out) who was just such a fabulous, beautiful, totally happening jazz pianist in (more or less) the mainstream tradition, and I made a very conscious decision that I was going to play as differently from him as possible. I loved his playing, but I didn't think there needed to be *another* straightahead jazz pianist.
(I don't want to imply there weren't quite a few avant/free pianists at NEC, rather I'm just saying how trying to be the opposite of this one particular cat.)
Who is this "everyone" entity? I wasn't listening.
Can you get lycra at Walmart?
This is a philosophy I have lived by and I exploit it daily.
I'm Greg Pattillo's Canadian counterpart. I'm the only Beatboxing Flautist in Canada so I'm always breaking new sonic barriers for people and that works to my advantage often!
Right on the money. One thing I've found is that I've made a lot more mistakes in life by following advice than not following it. As George Costanza said on Seinfeld, do the opposite.
I live in opposite world and it's not what you think it is.i feel like a secondhand puzzle and I'm the one piece that doesn't belong in this bag of puzzle pieces
May I add another angle to this good advice?
Back in the 1970's, self-help writer Robert Ringer said something similar. He was so different, he said, that he didn't have to "pay his dues." Meaning: He didn't have to slowly work his way up to the top of the pack, but instead leapfrogged to to his own self-proclaimed position.
He hastened to add that if you aren't worthy of being in your own position, then reality/karma will smack you back down to the middle of the pack.