When being remarkable is not enough
There are a LOT of remarkable ideas out there.
There are MANY extraordinary people out there.
There are a LOT of notable companies out there.
Objective.
Notability is no longer enough.
Look, there are two levels of notability.
First, there is the BASELINE notability.
“Something worth commenting on,” as Seth Godin explained in Purple Cow.
What is good. And essential.
But again, it is not enough.
See, in addition to (simply) being extraordinary; You, your idea and your business must advance to the second level: DURABLE remarkableness.
What it means to answer “Yes!” to the following questions:
1. Yes, it is remarkable … but is it relevant?
Because if not, no media will give you the time of day.
2. Yes, it’s remarkable … but do people care?
Because if they don’t, they won’t take any action as a result.
3. Yes, it is extraordinary … but is it worth it?
Because if it isn’t, no one will see any value behind it.
4. Yes, it is remarkable … but is it marketable?
Because if not, you will waste your business time, money and energy.
5. Yes, it is remarkable … but is there quality substance behind it?
Because if there isn’t, it doesn’t matter how many people talk about it.
6. Yes, it is extraordinary … but does it support your brand?
Because if not, what is the point?
That is a lasting remarkableness. And now, to dig a little deeper, consider these three examples:
1. Do you remember the story of the little girl who had hiccups for a whole year? Okay, I admit, it was a lot of fun. And it got A LOT of media attention.
BUT HERE IS MY QUESTION: What were people supposed to do, feel or think differently as a result?
AND HERE IS MY OTHER QUESTION: Where is that girl NOW?
2. YouTube has a LOT of really funny and ridiculous videos that are certainly remarkable. I’ve even emailed my friends to encourage them to watch certain clips.
BUT, HERE IS MY QUESTION: Are YouTube viewing experiences more than 20 seconds of mindless entertainment?
WHICH LEADS TO MY OTHER QUESTION: In a year, will anyone care about (or even remember) a video about a 12-year-old boy singing karaoke to Queen in his mother’s basement?
3. Do you remember Crystal Pepsi? Sure, it was a cool, novel idea that LOTS of people told their friends about.
BUT, HERE’S MY QUESTION: Did all that hype change the fact that Crystal Pepsi tasted like feet?
AND, HERE’S MY OTHER QUESTION: Does word of mouth matter if the product lacks the quality to back it up?
Ultimately, when it comes to being extraordinary, remember three things:
Do not force it.
Don’t be stupid and without substance.
Don’t be extraordinary for the simple fact of being extraordinary.
Make sure you, your idea, and your company are remarkable on (both) basic AND enduring levels.
Otherwise, people can talk all they want about you.
But it won’t be enough.
Let me ask you this …
Are you remarkable enough?
LET ME SUGGEST THIS …
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