What a great Q&A session, Frank. Thanks. I thoroughly enjoyed it.

To read the whole interview (as well as Frank’s review of my book), just click here..

Ideas? Suggestions? Questions? Please leave a comment.

A hair salon? Oh, how original.

A social media site? Getting boring here.

A business coach? A wedding photographer? An accountant? Oh, groan…..

If you’re hoping to entice me with any of the above, thanks but no thanks.

No really. I mean it. I’m fine. All stocked up.

I say that because, believe it or not, the last thing the world needs is another small business.

OK, fine. if you do challenge me, and if you’re convincing enough… I’ll still be unmoved.

Why?

Because most new businesses are nothing more than a collection of me-too, cookie-cutter look-alikes, each one indistinguishable, unoriginal and notable only in its insignificance.

Look at it from the buyer’s perspective. Do you think that folk are wandering their neighbourhoods grumbling that there aren’t enough grocery stores?

Doubtful.

If people do complain (those, that is, not already worn down to a lifeless storpor) it might be about the sameness of it all.

“Oh look,” they’ll say, “How wonderful. Another coffee shop just like the one across the street.”

Same. Same. Shame. Same.

I mean, where’s the differentiation? Where lies the innovation and creativity in one more, franchised, outlet-ized, carbon-copied business? Hell, where’s the fun?

Look at it from a business perspective. How does a business that’s no different from the one up the road compete? On price. That’s how.

“Buy from us,” They announce, “We’ve got the best prices in town.”

Big deal.

The competition lowers its price and customers make for the exits.

And therein lies the rub. It’s those damn customers.

Ot at least how businesses view customers.

With too many entrepreneurs, there’s a perception that customers are an invariable variable in the buy/sell equation. And that means there exists a clearly-defined commercial relationship that ends the second after customers plop down their money.

Then, once the transaction is closed,  business owners are off  to the next customer, and the one after that.

Oh, of course, let’s not forget the (supposedly) more sophisticated businesses that focus on customer retention, forever wondering how to get the same ones coming back for more.

See what I mean? The focus is on customers.

And that’s backwards.

Way I see it, business shouldn’t be focusing on getting customers. In fact, businesses shouldn’t want customers at all.

I say, forget the customers. Why? Because customers only want good value for money.

And now you’re thinking, Hang on, isn’t that what business is about?

Nope. Sorry, but no.

Look at it this way, picture your business as a band (the kind that plays music). Do you think your audience wants to hear you—and every other band—belt out You Light up my Life every night.

And if you lowered the price of your CDs (or MP3s or shows), would your audience, all of a sudden, be happy about having to listen to You Light up my Life all the time?

So, where am I going with all this?

Easy, think like a band and do what the mega-bands do (and it ain’t playing cover tunes over and over again). Then, try to win what they’re trying to win (and, it ain’t customers either).

Rather, your band—er business—wants fans.

Why?

Fans create a buzz, fans are loyal, fans are viral. And…

Fans buy stuff. Lots of stuff

How does a business get fans?

Through originality, innovation, imagination and creativity. And through purpose. Clear, unfiltered purpose. In essence, you’ll get fans by being true to your purpose and identity.

Just like successful bands that have an identifiable style and a defined voice, your businesses should say, “Here’s what we’re about. Here’s what we believe in. Here’s what we do. Here’s what we offer that no one else does.”

The result is that people who like what you’re about will flock to you. Those that don’t, won’t.

And, that’s another nice thing about having fans. You won’t waste time focusing on people who’ll never buy from you. Instead, you’ll focus on your message and your offerings, and you’ll communicate that to your fan-base, who will then spread the word.

Don’t believe me? Want proof?

Look at Apple. Do you think their distinctive products and innovative spirit have created customers?

Or millions of fans?

“Now listen here,” They explain, “I get your pain…”

“You’re in a funk, your life’s just junk.”

“But I have great knowledge I will share. Work with me, if you dare.”

“All I need is your time—a few dimes—then you’ll be better off.”

And you think, They’ve more credentials than me, they must know

How to make my life more purposeful.

There are people there—selling wares, on the air—hawkers telling you how things work.

“Now listen here,” They command, “The way it stands…”

“What you possess. None have less.”

“But I have great products I will share. Buy from me, if you care.”

“All I need is a sec—a few cheques—then you’ll be better off.”

And you think, They’ve more possessions than me, they must know

How to make my life more abundant.

There are people there—fawning care, on the square—politicians telling you how things work.

“Now listen here,” They implore, “I know the score…”

“We’re in a hole, truth be told.”

“But I’ve great ideas I will share. Without your help, they’ll disappear”

“All I need is your vote—a few notes—then you’ll be better off.”

And you think, They’ve more influence than me, they must know

How to make my life more meaningful.

There are people there—worrisome airs, up the stairs—tycoons telling you how things work.

“Now listen here,” They demand, “I’ve got a plan…”

“There’s too much work, my staff are jerks.”

“But I’ve a great venture I will share. Join my firm, we’re on a tear.”

“All I need is your labour—I’ll pay you later—then you’ll be better off.”

And you think, They’ve more wealth than me, they must know.

How to make my life more rewarding.

And the odd thing is…

You place your faith in people who

Have no potion, no magic too

It’s all because, to make life better

The power for change

Resides in you.

Big whoop you wrote a book

I don’t blame you

It’s not that big a deal anyway

No real accomplishment anyhow

Somewhere north of half a million books

Get published every year

What’s one more?

Or one less

And still I’m here blogging

Hoping someone’s here reading

The bottom line

I wrote a book

I hope you read it

Even better if you like it

Way better if you tell others

That you like it

But why should you?

Read it

If you think

Is this it? Is this all there is?

To life?

If you think

There’s something they’re not telling us

(Whoever ‘they’ happen to be)

If you think

I’ve got stuff

Lots of stuff

A fancy car

A fancier house

The fanciest job

Of anyone I know

And if none of that is enough

If there’s something missing

At the deepest level of your being

But you don’t know what

And it’s bothering you

Sometimes

Sort of

If any of the above rings true

If you nod in agreement

To any of it

Then you may like the book

If you carry a strong dose of skepticism

If you have a curious mind

If you’re unconvinced

Of the conventional wisdom

On careers On money On success On retirement

On life

The book may be for you

If however

You’re one who thinks

I want to die

With the most toys

Cause then I win

Sorry

I’m sorry

So, what is wrong with normal?

What the… Who are you?

I’m your alter-ego. Think of me as your internal, close-captioned, personal zeitgeist. I’m the yin to your yang. I zig when you zag.

You like clichés much?

I do tend to run on some

Really? Hadn’t noticed… Well, what do you want?

I want to keep tabs on you, check out what’s on your mind

Look pal, I’m not really into supervision… Hey, hang on a minute, this might be fun. You mind if I write stuff  down?

No, no, no. No writing down. When they sent for me, nobody said anything about writing things down. Plus, I’ve seen your work. I don’t want to be taken out of context

Taken out of context? What’s with you? Delusions of celebrity status? And what do you mean sent for? Who sent you here?

Your imagination

Aargh, I wish I could turn that thing off, just once…

Look I don’t have all day, so could we get started?

Alright, alright. Start with what?

Start by telling me what’s wrong with normal

Not much, I guess.

Not much? It’s in the title. That tells me something’s up

Hey, no peeking… You need to respect people’s privacy, man… Oh alright… Let’s just put it this way; the world has a tenacious appetite for it.

Normal?

Yeah.

What do you mean—tenacious appetite?

Here’s a theory. It’s not my theory. I first heard it from my friend Gwen. But I like it, and I’m using it. So there.

Yes, yes, very well. And that theory is?

That the range of normal is narrowing all the time.

Uh?

Let me express it another way. It seems, these days, there’s a hell of a lot of stuff getting tagged as abnormal.

For instance?

Did you know there’s medication for shyness?

So?

Well, wouldn’t the existence of medication suggest that shyness is abnormal?

I’m not sure, really

And it’s not called shyness anymore, either. There’s a fancy name for it—Social Anxiety Disorder. And, you can bet, when someone coins a fancy name for something, there’s a good chance those same someones not only want to label it abnormal—they want to give you medication for it.

So a cynic, eh? I had no idea. As your alter-ego, I really should be made aware…

And divorce.

Sorry?

Divorce.  Apparently that’s not normal either.

Do they have medication for that as well?

Hell, I don’t know. Look it up.

You’re combative too?

Sometimes. Is that normal? Do you think?

Hmm… I’m not sure

Look, forget all that. What I’m saying is there’s just too much pigeonholing going on.

How so?

Waddya mean, how so? Don’t alter-egos have magazines and TVs? You never saw those ads?

Ads? What ads?

The ones that start with, “Do you suffer from?” The list is endless… sleeplessness, sadness, short attention span, forgetfulness, moodiness…

OK, alright, I get the picture

What’s worse though are the supposedly abnormal behavioural traits.

Like shyness and divorce?

Yeah, then there’s the talkative and the taciturn; neither, apparently, is normal. Normal, it seems, only exists on a very narrow point, somewhere in the middle. What I’m saying is, society is getting damn fussy about normal. And, by extension, it’s overvaluing conformity.

You got something against conformity?

I’ve got something against what it leads to.

Explain

There is, I believe, A growing intolerance for non-conformity.

I’m not sure about that. I haven’t seen evidence of that… then again I’m an alter-ego, we don’t get out much

Look at it as a series of equations. If non-conformity equals not normal. And not normal equals bad. Then non-conformity also equals bad.

I, um, was never good at math. What does it all mean?

It’s simple, it means society frowns on non-conformity, and because non-conformity also equates with individuality, then society frowns on individuality.

Great, math again

Look, all I’m saying is that non-conformity—and individuality—should be encouraged, not shunned. I’m saying we need to stop pigeonholing everybody.

Why?

Because we risk becoming a world of automatons; over-medicated automatons coaxed into behaving within ever-narrowing parameters.

And?

We risk losing our true identity. We’re afraid to stand out, we become me-too-women and yes-men.

True identity’s important to you, uh?

Well, duh… Look, apart from stuff like creativity and expression—which, I think, flow from true identity—don’t you think it’s important for folks to just be themselves?

Well, I suppose..

And how are people going to feel comfortable about being themselves if we go around suppressing individuality?

What do you suggest then? Wear yellow socks? Do head-stands at the bus stop?

Hey, if that’s who you are, go for it. But there’s more to it than that. The point is, don’t be afraid to explore and demonstrate your uniqueness. Celebrate your individuality and let the world know what you stand for.

I’m not sure about all that, it sounds kinda weird

That’s it! Exactly it! Let’s all pronounce our individual weirdness, let’s advertise our non-normalcy. So what if I like honey in my coffee? Not normal to you? It is to me. So what if I like sitting with a group of  people, just listening to the conversation, hardly saying a word. That abnormal to you? Sue me. I like accordion music too. You don’t? Which of us is normal (or not)?

OK, OK, take it easy, er, hang on a sec…. Hello? Security? Can I get some backup down here?

Espousing my personal tastes isn’t enough of a gesture though… I know. Here’s what I’ll do. I’ll make a list of my individual beliefs. Just put them out there, tell everyone what it is that defines me. Screw it if you think I’m weird. Better yet, I’ll celebrate the fact you think I’m weird. And, even better than that, I’ll encourage all of you to express your weirdness.

Uh, what’s that you say? Where exactly will you be making this list?

Watch this space.

Kinda figured that

Listen, I gotta go. And no offence, but you won’t be showing up too often will you? It’s just that I kinda like working solo.

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By the way, I’m messing about with fonts and was hoping to get comments about the fonts used on this post. So, waddya think? Too big? Too small? Or Goldilocks-right?

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