Here’s why you should start pissing some people off

The first time I tasted collard greens, I spit them out. My wife and I were enjoying brunch at Georgia Brown’s in Washington, DC, and I can still remember that bitter taste in my mouth from the greens.

“How could anybody like these?” I asked, vowing never to eat them again.

Fast forward fifteen years, and now I’ve adopted the South as my home, and here in Charleston, SC collards are a delicacy — on pretty much every restaurant menu.

And you know what? I love ‘em.

My wife has even gotten into the game, taking over the kitchen and meticulously matching up the collard leaves by shape before she slow cooks them with pork or bacon.

When many of my northern friends, family or colleagues travel to see us — they have the same reaction I first did. Collards are an acquired taste. They’re not for everyone.

The people who love them, love them. The people who dislike them, dislike them.

But enough about food (because I’m getting hungry).

This is an article about you, your brand, and why you should make yourself more of an acquired taste.

‘I’m not for everyone!’

Almost 2,200 people liked my recent “F**k the Slides” videos on LinkedIn, but I got a few messages/comments from people who took issue with my use of the F-Bomb.

There was also criticism from staunch defenders of the PowerPoint slide. That’s fine with me. I’m actually surprised I didn’t get more pushback.

I generally thanked those critics for their opinion, and informed them that I’m an acquired taste — my style isn’t for everyone!

Long ago, I decided that I wasn’t going to make my style “vanilla” to appeal to more people or to avoid critics. Instead I decided to be myself.

To be sure, that video appealed to enough people to get 141,000-plus views and almost 2,200 likes.

But I didn’t set out to get views and likes. I set out to provide some real talk on something about which I felt strongly, and I said it in a way that is 100% authentic to my style.

The fact that I pissed a few people off doesn’t worry me. In fact, it helps my brand.

Because after decades of being fed groupthink, slick ads, and scripted B.S., people are ready for brands that are authentic., For real talk. For people willing to take a side.

Be the Purple Cow

"Today, the one sure way to fail is to be boring,” writes marketing guru Seth Godin in his 2003 book, Purple Cow: Transform Your Business by Being Remarkable.

“Your one chance for success is to be remarkable,” concludes Godin.

Godin urges his readers to be Purple Cows — stand out in a field of normal, black, white and brown cows. 

“While driving through France a few years ago, my family and I were enchanted by the hundreds of storybook cows grazing in lovely pastures right next to the road,” writes Godin. “For dozens of kilometers, we all gazed out the window, marveling at the beauty. Then, within a few minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common: It was boring.”

Continues Godin, “Cows, after you’ve seen them for a while, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring. A Purple Cow, though: Now, that would really stand out.

“The essence of the Purple Cow — the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows — is that it would be remarkable. Something remarkable is worth talking about, worth paying attention to. Boring stuff quickly becomes invisible.”

Yes, Purple Cows are an acquired taste. And, yes, when you are the Purple Cow — when you do stand out — you will attract haters, critics and trolls.

But you’ll also attract those true fans who really, really love purple cows!

In fact, throughout Godin’s book, he makes a case that traditional marketing and advertising has become less effective. In doing so, he drew the ire and public criticism of (surprise, surprise) traditional marketers and advertisers.

But he also attracted true fans — enough to purchase 150,000 copies of his book in the first two years after its release. Don’t be afraid to be the purple cow.

Let Your Purpose and Superpowers Guide You

Don’t be different just to be different. And don’t water yourself down just to fit in.

Be yourself and do what works for you.

First, start with your purpose.

My purpose is to save the world by helping individuals fight for lives of freedom and fulfillment. That purpose drives everything I do. It comes out in my speeches, my videos, my writing.

Some people tell me they like it when I get “fired up” in my videos. I’m not faking it, because I am truly passionate about helping people escape to a life that gives them true fulfillment — and I get frustrated when fear and excuses hold them back… because I’ve been there.

I know that some people are put off by my style, and that’s totally fine with me.

Because I’m not living their purpose. I’m living mine. And I’m doing it in the best way I know how.

Second, unlock your superpowers. You can do that simply by taking the CliftonStrengths assessment at Strengths Finder. That will show you your “talent themes” — those naturally occurring patterns of thought, feeling and behavior that can be productively applied.

Or feel free to join my upcoming coaching course — Power and Purpose — in which all of my members get access to the CliftonStrengths assessment.

When you productively apply those talents; use them intentionally every day; and, exercise them like you would a muscle at the gym — you turn them into full-blown strengths or, as I like to call them, your superpowers.

When you use these superpowers on a regular basis, you’ll work more efficiently, more effectively and have a higher quality of life.

When you pair your purpose with your powers you’ll be the best version of yourself — and that means you’re uniquely you!

Be prepared, because you may be an acquired taste.

And that’s okay!

Become an Acquired Taste

If you look at some of the folks who have built a recognizable brand on LinkedIn, they all have unique “call signs.”

Goldie has her hair.

Michaela has her espresso (and occasional lip syncing)

Quentin has his hat.

I have my beard.

And if you know any of us, you know we’re not trying to “fake” it with these things. They’re just part of who we are.

Because if you try to fake it, your audience will know. They’ll call B.S. and it will backfire.

When you’re uniquely you: living and speaking to your purpose, tapping into your superpowers, and when you’re not afraid to become an acquired taste and piss some people off …

That is when you’ll truly be able to rock your brand — and do it in a way that provides you with a sense of freedom and fulfillment.

Need help rocking your brand? Click here to check out my upcoming coaching course, Power and Purpose.