PART V: Happy Feet; the success of standing out!
Let me break it down for you….
Our Hero Mumble is the embodiment of what (I think) it takes to succeed in the current world.
Our little hero was a little “different”. He was born into a world struggling with a poor economy… there was not enough fish to go around, the area was fished out, and Mumble stood out in his community for all the “wrong” reasons. In a world of singers, he was a dancer! He was shunned for his beliefs (“it just ain’t penguin”), for his passion, and shouldered the blame everyone placed upon him for his beliefs’ bringing this famine amongst them.
Mumble took this rejection on board, he tried to assimilate, yet struggled to find his core niche. So he set off on a journey of self discovery (OK he was made redundant… .sorry, banished, he was banished, definitely banished), with the goal of solving the problem.
On this journey he continued to learn. He was attacked by strange beasts (angry CEO’s taking a pay cut?) found a community that embraced him (for me that would be community 2.0.. ie RBC, Twitter and more recently Recruitment 2.0 Asia Pacific).
This community enabled him to find an idol, (Lovelace) someone who knew all the solutions, and would share that information for the sum of a pebble. (how many websites promise to make you a millionaire for a simple fee?) (Please note, not for one second am I suggesting these sites are the breeding grounds for false idols, lots of “marketing Web 2.0 guru’s”, but not false idols)
After being embraced by this community, our hero felt he had to go out on his own, he needed to rely only on himself to solve this problem. (look at the new businesses which started up in the last 3 years)
He found even more challenges in this, he was lost, lonely and eventually out of hope. He was found and “saved” in the middle of nowhere. Unfortunately he was repatriated in a mind numbing, soul draining environment, vanilla environment. He lost himself here, just going through the motions and surviving, day in day out (Look at all those businesses which have been sold or bought during the last year!)
(I think we are currently at this point in the market)
Eventually, Mumble our hero, found himself again. His individualism started bubbling to the top in an irresistible manner, until it flowed uncontrollably from every part of his body. Yes he was dancing again! He was publicly displaying his unique value proposition, AND PEOPLE WERE TAKING NOTICE! People were “buying it”. Momentum was building.
The world was taking notice. The world was buying. The world did something! The world gave him what he needed. They took him home, colluded with each other to stop the fishing in the area (thus ending the famine) and our hero, became everyone’s! His individuality, his unique selling point, his value proposition had made him a success. He stood out in a sea of same, our hero STOOD OUT and became successful.