Structure and chaos

Structure is what gives predictability. You can expect certain things to happen because the script says so. Structure does not like free thinkers and innovators: somebody else already did all the thinking and the innovating, it is now time to march.

Chaos is the exact opposite. You have to figure out what is going to happen because there is no script. Chaos does not believe in bosses and managers: there is no past experience to replicate or resources to carefully allocate, it is time to connect the dots.

Design your habits and practice so that it is possible to move continuosly between structure and chaos.

That is a feat you will need.

Lazy adjectives

A pervasive offering is not going to make you win.

A best-in-class solution is a fake promise.

Seamless integration with other tools is a given.

An optimized tool to increase productivity is just not enough.

A customer-driven way to increase leads is meaningless.

Unless it is to describe something that’s truly making you stand out, avoid using adjectives in your copy. Their use is inflated and they do not add any meaningful hint at the value you deliver.

They are a lazy shortcut.

Take the time to explain instead. In as little words as possible. In a clear language. In words your audience can relate to (and other audiences can’t).

Do the work.

Seek outliers

If you seek change, looking at what the person sitting next to you is doing won’t help much.

At best, it will make an easy excuse to use when you want to fall back to your old habit.

Go as far from the mean as you can, instead. Learn about what’s been tried a few times only, about what’s new, about what’s not been tested yet.

Seek outliers.

That’s the path to change.