Why Every Competitive Company Needs a Splash of Absurdity

Walking through an unusually calm Paris during the Olympics, enjoying the atmosphere and joy of sports that transcends borders and cultures, the current economic uncertainties and financial woes felt very far away. But as I strolled past the Eiffel Tower, I couldn’t help but reflect on how in the 19th century, an idea by a brilliant and renowned engineer named Gustave that was once deemed completely absurd, has now become the symbol of a city and a nation.

In these times, when so many companies are laser-focused on the bottom line, it’s easy to forget or even cut out what made them successful in the first place. The irony is that the companies that thrive in the future might just be the ones who dare to make more absurd decisions today. The ones who step away from the spreadsheet and take a leap into the unknown.

Here’s something that might sound a bit crazy: Being rational might not always be the best strategy. Yes, you read that right. While logic and reason are essential, they often lead everyone to the same, predictable conclusions; a small taste of the well known prisoners dilemma. If you want to truly outsmart the competition, you might need to embrace something a little more… absurd.

Rory Sutherland , one of the most influential voices in marketing, put it perfectly: “The problem with rationality is that it often leads everyone to the same conclusion.” And in a world where everyone’s chasing the same goals in the same ways, the real winners are often those who dare to be different.

Think about Red Bull. ?? While Coca-Cola was dominating the traditional soft drink market, selling larger and larger bottles, especially in developing countries. Red Bull decided to go in a completely different direction. Selling a tiny can of energy drink at a premium price and branding it with extreme sports and daredevil stunts? At first glance, it seemed absurd. But that’s exactly what made it brilliant. Red Bull didn’t just compete with Coke—it created an entirely new market.

Or consider Dyson ?? When James Dyson introduced the idea of a vacuum cleaner without a bag, many thought it was impractical and even ridiculous. Who would want a vacuum that didn’t follow the tried-and-true formula? But Dyson’s “absurd” idea didn’t just clean up dust—it revolutionized an industry and turned his company into a global powerhouse with new looks and levels of performance.

Let’s look at 3M ?? The company was originally focused on mining and manufacturing abrasives, but when a scientist accidentally created a weak adhesive, it led to the invention of the Post-it Note. An absurdly simple idea—sticky notes that don’t stick too well—became a staple in offices and homes worldwide. 3M’s willingness to explore the unexpected led to one of the most iconic office supplies of all time.

And consider the German brand Frosch ?? While many cleaning product companies focused on harsh chemicals to prove effectiveness, Frosch took an absurdly different route by going eco-friendly long before it was fashionable. They focused on sustainability, using plant-based formulas and eco-friendly packaging. What seemed like a niche market grew as consumers became more environmentally conscious, and now Frosch is a leader in green cleaning products across Europe.

So, here’s my takeaway: Sometimes, the best way to stand out isn’t to be the smartest or the fastest, but to be the one who dares to be a little bit absurd. Not everything should be rationalized directly by controlling, finance, and procurement. Senior management should actively foster a certain degree of liberty to experiment, to follow unusual ideas, and to create the absurd. It might be the next thing that generates the cash flow for shareholders and the organization.

As I’m collecting other examples to research this further, especially from European B2B companies, I’m curious:

When was the last time you embraced or witnessed an idea that seemed outlandish?

Did it pay off?

I’d love to hear your stories and examples—successful or not so successful!