Different By Design

In this extract from What makes Them Great: 50 Ways to Become an Industry Leader, Douglas Kruger discusses the advantages of standing out.

- Douglas Kruger

We’ve explored the idea of actively seeking recognition as a top performer in your sphere. Now, here is a potential danger inherent in that idea, embodied in a perfect little catch-22: the more you try to meet the exact criteria required to be the exemplar of an industry, the more you will look like everyone else in that industry, and the less likely you will be to stand out as anything formidable. ‘Similar but slightly better’ may not be enough.

Ironically, it’s often the noncompliant, rule-breaking, expectation-shattering mavericks who end up genuinely becoming the greatest in their game, and then receiving recognition for it. For starters, they are noticeable. Un-ignorable, even. But more than that, these people tend to be seen as mavericks on the strength of the facts that they think for themselves, have their own unique viewpoints, chart a new course, pioneer distinct and different ways of doing things, and stand for what they believe in, much more so than anyone who is trying desperately to fit in. There is a certain energy to these qualities, a certain rigour.

Distinction creates advantage. Difference is important. ‘All hail the maverick, our new king and standard-setter. His way is now the convention, and we all must follow.’

Just be sure to wash your hands when you’re done.

With some degree of moral queasiness, I offer a character named Julius Malema as a staggeringly effective example of this dynamic. I mention moral queasiness because, as his fellow countryman, I don’t agree with any of the viewpoints or politics he champions. Nor am I commenting upon his morality, merely his effectiveness.