In business, success often comes down to standing out from the crowd. While it may feel safer to follow the herd, the real opportunities lie in doing the opposite—having the courage to zig when everyone else is zagging. Right now, we are at one of those pivotal moments where businesses are flocking in the same direction, creating both challenges and unique opportunities for those willing to think differently.
The Danger of Following the Crowd
When everyone is heading in the same direction, the competition becomes fierce, and it’s easy to get lost in the crowd. Take AI, for example. It’s the hottest topic right now, with businesses throwing themselves into AI content creation, marketing, and processes. AI is a brilliant tool, but when everyone’s using it, the result is predictably homogenised. Imagine every lawyer, accountant, and business coach churning out AI-generated content—it all starts to look and feel the same. And that is where the danger lies.
The Opportunity in Contrarian Thinking
History has shown us that the businesses willing to go against the tide, to zig while others zag, are the ones that thrive. Being contrarian, having a counter-approach, makes you stand out. Take MONA (Museum of Old and New Art) in Tasmania, for example. Instead of traditional art gallery promotions, they flipped the script. They turned one-star reviews into a hilarious marketing campaign. One of the highlights? “It gave me asthma.” It’s a brilliant reminder that doing the unexpected gets people talking.
Differentiation is Your Superpower
Whether it’s your marketing, product offering, content creation, or branding, there’s an enormous opportunity to differentiate. When the masses are all heading one way, there’s a quieter but highly valuable path in the other direction. Differentiation is one of the golden rules of business. When your competitors are saying and doing the same things, your point of difference becomes your superpower.
A Lesson from Mungalli Creek Dairy
A great example is Mungalli Creek Dairy, a dairy business that dared to zig 25 years ago. Its owner, Rob Watson, was ahead of his time, growing organic and biodynamic milk in a region where no one else dared to. Farmers were skeptical and stuck in their ways, yet Rob persisted, creating one of Australia’s most successful dairy brands. By sticking to his vision and zigging while everyone else was zagging, Mungalli Creek became synonymous with quality, innovation, and sustainability.
The Comfort of the Herd vs. The Courage to Stand Out
It’s human nature to feel safe in the herd, but businesses that succeed long-term are the ones that take risks, stand out, and believe in their message. Look at Lune Croissanterie in Melbourne, ten bucks for a croissant with a one-hour queue to match. Why? Because they dared to do things differently, offering a product that’s extraordinary.
Are You Ready to Zig?
So here’s the challenge, are you brave enough to zig when everyone else is zagging, are you willing to stand out and back your unique approach, can you embrace the courage to create something so different that people can’t help but notice? Success in business today demands bravery and boldness. Zigging when others are zagging might feel risky, but it’s often the key to standing out, building a loyal audience, and creating something extraordinary. That’s it for now, some food for thought, perhaps even organic or biodynamic food for thought.
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