BE THE SUOIVBO (OBVIOUS) CHOICE
My grammar school playground was a very honest place. Brutally honest is more like it. The playground is the place where even sitting at the popular table for lunch every day may not be enough to determine your destiny. The playground is the place where teams are picked. The captains are always the obvious choice. If the two best people were on the same team the outcome of the game would assuredly be decided before it even began. You know how it goes, first picks, second picks, third picks, and then heads start to hang low until the last person is picked.
We carry the brutal honesty of the playground with us the rest of our life. This is easily observed in the way we spend our resources of time and money. Don Miller of buildingastorybrand.com says that websites must be able to pass the “grunt test” in order to succeed at getting our attention. The grunt test is the first five seconds of looking at a website. Within those five seconds it must be clear what the website offers, how you will benefit and how you can get it. If these questions aren’t answered in the first five seconds of looking at a page we grunt and move on. Now that is brutal selectivity indeed.
How can we use this reality to our advantage in the workplace and social realms? We must be the obvious choice. I cannot overestimate the advantage of being the obvious choice. Imagine being the obvious choice when- the choice is getting made for a Saturday night date, the text message is being composed choosing who to invite out for lunch, the job applications are being reviewed for second round interviews, a customer is choosing between three bids, it is layoff time and the boss is deciding who is critical. Being the obvious choice can make a huge difference.
When I was an apprentice elevator technician, I realized that the technicians who took service calls at night and on the weekends had a major pain point that I could solve. On a regular basis a technician would encounter a problem that required a second person to complete the repair. The technician would then have to page an apprentice from a pay phone and wait for the return call and if the person didn’t call or said they couldn’t work the process would repeat. Choose person from phone list, put coins in phone, page person with number of pay phone, wait for response. I let it be known that if I was paged, I would always come in to work. For me always meant just that. If it was a holiday, or the middle of the night or if I was out with friends, I answered my page and went into work. Once I was at work I had to perform up to or beyond expectations also. I was the obvious choice. The pay rate for coming in after-hours was always double time. I made a lot of money by being the obvious choice.
Being the obvious choice requires that you must be different. You must also be different in a way that meets a perceived need.
Is it safer to play is safe and fit in or is it safer to be risky and be different? To be different means to differentiate yourself. In order to differentiate yourself you must become bold enough to act on the idea you have about being different. You will never do this unless you realize that being the same as everyone else is a dead-end road. Being different means, you are doing things worth talking about. You are doing things worth noticing. When my son was young, I explained the definition of being obnoxious. Obnoxious is when you are the only one having fun. I am not talking about being different in an obnoxious way. This is not about snubbing our nose at social norms to prove that we aren’t conformist. This is about being the obvious choice. Different doesn’t have to be weird.
How to be the obvious choice
- Decide who you want to choose you and what you want them to choose you for.
- Figure out what those people need.
- Become the person who fills that need. Don’t wait. Begin giving. Show the love.
- Make it obvious that you fill the perceived needs.
- Be available to meet the needs.
Step 1 says to determine what you will do and why you will be chosen. As an example, you choose that fun is the thing that will make your personal or product brand different. Everything you do or provide must be consistent with this differentiation. You must provide fun in all that you do. Think about Apple. What do they provide? Do they provide phones, computers, ear phones and watches? Yes, they do. What do they provide along with these things that makes them the obvious choice? They provide simple, they provide elegant, they provide status and they provide reliability. These put together are what make them different. My money says that no other company provides all of these things at once other than Apple. For me Apple is the obvious choice.
This can really be quite simple. I know a lady who won the heart of her husband by being the most joyful person in the room. She provided a relationship with joy. I have chosen to do business with people because I sensed that they were more likely to look out for my interest than their competitors. In other words, they were less selfish and greedy. People’s needs are quite simple. We need reliable, competent, interesting and trustworthy people, products and services. You can do this. You can be the obvious choice.
In the playground it didn’t seem like we had much control over being the team captain or first picked but those days are over. We now have control over being the obvious choice in a much more important game. This is the game of your life.
Do you need clarity on determining the way you will be different to make yourself the obvious choice? Check out my article on How To Have Unstoppable Clarity