Doing the opposite of everyone is valuable.
2009-06-24
Supply and demand: the more people do something, the less valuable it is.
Everyone else is multi-tasking. Learn to single-task.
Everyone else is hyper-connected. Learn to turn off your computer.
Warren Buffett says one simple rule dictates his stock buying: “Be fearful when others are greedy, and be greedy when others are fearful.”
One way to be outstanding and valuable is to do what others aren't doing, or what most can't.
In the U.S., the average translator salary for Spanish is $24,500, and for Arabic is $41,700.
If you play an instrument, give it a twist that nobody's done before. Like Greg Pattillo's beatbox flute, with over 20 million YouTube views, who the New York Times called “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 act, and The Professional Pests, 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 acts, but only one place to hire a guy running around in a black lycra bag.
Look around at what your competitors are doing. Can you do something radically opposite? If they're trying to be all-inclusive, can you be exclusive?
Doing the opposite of everyone is valuable.
I would quote the famous poem (“Two roads diverged in a wood, and I took the one less traveled by”), but closer analysis of it says it was really mildly teasing his indecisive friend.
This article definitely speaks to the decidedly non-conformist part of my nature... and the photo is priceless!
Years ago, I discovered that doing the opposite was a way to stand out in a crowd, but it also is a way to make better decisions. Thanks for the eloquent reminder.
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!
The challenge is, when you start doing something that is unique,
then others "flatter you" with imitation, you can't stop
doing it or your audience will be disappointed and go elsewhere.
I know...do it BETTER.
Or maybe it's simply finding the thing no one else would dare do,
like your Lycra bag. Is there video of that?? LOL!
I was gonna give you kudos like everyone else, but instead I sent this to my radio station's program director and asked if I could play some deeper tracks to be different... it didn't work... but thanks for the inspiration;-)
With everybody thriving on oxygen, I think I'll try to breathe only carbon monox...
I guess sometimes people do the same thing for good reason.
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.
The great economist, John Maynard Keynes, of who Warren Buffett is a devotee, referred to what everybody thinks and does as "the conventional wisdom", and demonstrated that there is rarely any advantage to following the the conventional wisdom. Opportunities are created and found in defying what others are doing and taking the risk to find your own path.
This is only right when all else is just about equal. I try to follow it in most things, but sometimes there's some reason why everyone does it the way they do. Not as often as most people think, but sometimes. In those cases, it's better not to fight the right answer just because everyone else found it too. Just don't try to capitalize on it, because someone else is better at it than you are.
If you can't beat them, go orthogonal.
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!
Lots more info available on this topic via search term "contrarian".
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
Great examples on differentiation. Jack Welch said it the best, "do not compete, if you can't differentiate"
Nice Derek! I'd say this is especially relevant for musicians today, when the standard business model of getting a record deal and selling albums is broken.
"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
There is a difference between "opposite" and "different." Not all things have an "opposite." "Different" for difference sake can be a shallow diversion. True creativity is being different for good reason, different and "better" in some way. Finding this kind of difference requires genius.
Failure is the new success...
"running around in a black lycra bag"
photo please
-- Derek
See ProfessionalPests.com
Long live Jerry Garcia, he said the truth: "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 Love Jerry!
"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!
umm, Ian Anderson doesn't beatbox his flute? Jethro Tull, if you need to place the name.
and isn't blogging getting to be something 'everybody' does?
and writing books?
and living off the internet?