Be Something, Anything but Boring

Well-known and respected speech coach Patricia Fripp once told me, "There is no such thing as a boring subject, only boring speakers."

Just as Forrest Gump "may not be very smart but knows what love is," I know what truth is. Patricia Fripp was right, and it was tough to hear. Tough because it left me nowhere to hide. The burden of being an interesting speaker rested solely on my shoulders.

Similarly, I've come to realize that there is no such thing as a boring company, only boring managers. Ouch.

If your business is suffering from a lack of energy and the poor operating results that accompany it, it's time for a change. It's time to get interesting. Unique. Hip. Weird. Fun. Doesn't matter, just anything but boring. Which is another Frippism. Yes, she was talking about public speaking, but as Shakespeare wrote, "all the world's a stage" and -- for a business owner -- all the world's your audience. The world wants you and your business to be anything but boring.

Prospects beg you to give them a reason to buy from you rather than your boring competitors. Your employees are dying for some spice in their blah work days. Something to tell their friends about. Something interesting or unique. Anything but boring.

Boring should be outlawed as a form of cruel and unusual punishment. Or at least banned from the workplace, especially the corner office.

A Rich Guy in a Viking Hat

Years ago I had dealings with a business owner who built a successful business. How did he achieve it? I couldn't figure it out. He didn't seem particularly smart, schooled, savvy, well-mannered or hardworking, and his was what I refer to as a "me too" business. He provided custom freight packaging and crating, a service that is price-competitive, labor-intensive and very difficult to differentiate (i.e., to be unique in a way that matters to customers and causes them to be more loyal and/or less price-conscious). But one thing was unique about him. He was into Vikings, the ancient Scandinavian warriors -- in a corny sort of way. On his website, right on the home page, was a picture of him in a cheap plastic Viking helmet, unshaven and looking more like John Belushi than a business owner. And his office had Viking stuff in it. Not organized like a museum, just in there amid the clutter.

I'm convinced that this bit of weirdness, call it uniqueness, was a key part of his success. Customers giggled about it, remembered him and the business for it, appreciated his uniqueness and honesty, and liked him and his company. I'm convinced that his employees felt like it was fun and different and -- thank goodness -- not boring.

Start with You

Does this mean you have to put on a Viking helmet? Clown nose? Foam finger? No, you don't have to be anything but yourself. But consider being, well, more yourself. Everyone is unique. Everyone has quirks. You have things you are passionate about. Consider getting yours out in the open and making them part of your business and its culture.

To be sure, "not boring" does not translate directly into employee motivation or loyal customers, but it's an essential component. Work on being "not boring" and you'll make great progress toward getting noticed, being liked, and developing a culture that has a chance to be exciting and motivating.

Energy-Sapping Boredom

How can you avoid being boring? First, know the warning signs. If you're predictable, you're boring. Similarly, "me too" is boring. "Been there, done that, got the tee shirt" is boring. "Stuffy," as in uptight and conservative, is definitely boring.

What is the opposite of boring? Exciting. But more practically, let's just say unique. One of a kind. Different.

Not convinced? Stick with me as we back up a bit.

Employees want to work for a company that:

1.                is going somewhere

2.                is unique

3.                is fun

4.                stands for something

5.                makes them proud

6.                values and needs their contributions

7.                offers new experiences and challenges

8.                treats them with respect

9.                recognizes and rewards them for good performance

10.            shares the spoils of success

This article is about 2 and 3. More often than not, great companies are unique, quirky. Their owners/founders are themselves unique, nonconformists. Think Ben and Jerry.

Or Apple, for example. Founders Wozniak and Jobs were very strange, and they didn't try to hide it by cutting their hair short and wearing gray suits. And remember, computers were supposed to be about starched shirts, pocket protectors and MBAs, not hippie dropouts in sneakers making stylish computers that make funny noises such as "uh, oh" (as did the early Apple Macintosh).

How about Wal-Mart? Selling everything under the sun, at ridiculously low prices, in a warehouse without finished ceilings or walls, was weird at the time. But Mr. Walton didn't care. He was willing to be different. He pursued his passion for delivering value to people living paycheck to paycheck, and followed his imagination rather than his peers. He had plenty of money but drove an old pickup truck. He was different. His business was different and reflected his personality -- and people loved him and his business.

How about McDonald's with its clown mascot, ultra-fast food and very limited menu? People came from miles, often just to see them operate. They were one of a kind.

How about Starbucks with its $4 cup of coffee? Very different, but we all buy it and the employees beam with pride.

How about Phil Knight and his fanatical passion for personal athletic achievement that became the heart and soul of NIKE and inspired an army of athletic products and millions of loyal customers? The guy wears sunglasses in his photo in the company's annual report.

Warren Buffett of Berkshire Hathaway is a maverick in the way he invests, handles the media and manages his companies.

As these examples show, it is not only okay to be ourselves, it can also be great for our businesses. The quirkier the better. Be anything but boring.