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Opinion Editorials

How to be cooler than your competitors

Want to be cooler than your competitors? Times have changed and there is only one real way to be cool…

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How to be cool

People have been obsessed with being some version of cool since the dawn of time. Skinny cave men wanted to be cool like the brawny cave men so they could get more women, Egyptian women smeared goop on their faces to be cool like Cleopatra, American kids ditched school and wore leather to be cool like James Dean. Fast forward to today and the obsession continues, but the social media megaphone has exacerbated the desire to be cool and given the endless need for our brains to witness social proof and to prove our own merit, much of this centers around the ability to be cool.

The definition of cool, has of course changed, and the cool kids today aren’t necessarily young, but per social media, the glorification of the thick-rimmed glasses, facial hair, and comic book nerdery has made way for a new era. Many people misunderstand this era and think that because these geeks/nerds/whatever are business owners, entrepreneurs, or thought leaders, it must be their coolness that is attracting people. It must be their three wolf moon t-shirt, their parted hair, their orange-rimmed glasses, their manpurse, or in the case of cool women, it must be their super hero shirts, their don’t-care-hair, their sweet Converse kicks.

But no.

If you want to be cool, no number of action hero figures on your desk or tweets about hipster restaurants will turn you into a cool business leader, nor will your brand be transformed, because you’ve missed the point of what’s cool today. You didn’t notice the transformation of culture into the age of authenticity. Sure, some people fake it, but the nerd culture is attractive today because digital media has offered a platform where we can all find like minds, which means letting our inner nerd out.

How can you be cool without faking it?

So bearing that in mind, how can you be cooler than your competitors without having to fake it? It sounds cliche, but you must be yourself and let your brand be what your brand is. If you show up to your law firm tomorrow in a hoodie and fake mustache or your insurance office starts tweeting Dr. Who quotes, no business will result from this, particularly if you’re accustomed and comfortable with wearing a suit and tweeting about business news.

There are ways you can be cool without faking it:

1. Be genuine. Again, this is so cliche at this point, but completely relevant. With every interaction, allow your brand to let its hair down and be itself. If you discover that several of your team members are going to a comic book meetup every month and you have been a secret fan all of your life, go to the next one, hell, offer to sponsor the food. If your company has never made the time to be as philanthropic as the founders truly are, begin tweeting about local fundraisers from time to time, and give employees one day off a month to volunteer as a group and get into the community. There is no way to lose.

Example: when you’re on a Southwest Airlines flight, many flight attendants will make jokes over the intercom, they might take the time to chit chat with you, they always make eye contact and smile, and you can tell that employees are given the latitude to be themselves. Their team members are genuine, thus representing the genuineness of the brand.

2. Be original. Don’t emulate your favorite public speaker slash geek, find ways to be original in your marketing, your tone, your practices. Throw your competitors’ ideas out the window and come up with your own, perhaps even find inspiration in an industry that is nothing like yours. Some original brands

Example: you may not consider Starbucks original because they didn’t invent coffee or baristas, but they’re cool because they’re willing to experiment – they’re trying wine bars and tea houses, they’ve had a retail division for decades, they have a consistent process in every store to give you the same experience no matter where you are, and they never rush you out of the building even though you’re only there to use the free wi-fi. Their CEO regularly makes his personal stances public and they give millions of dollars to charity every year. They don’t look like your average coffee shop, they run a tight ship based on original processes, invention, and experimentation.

3. Focus on ethos. What you may not realize is that today’s cool kids are not praised for their odd outfits, they’re inspirational because they’re focused on the ethos of their company. They tell you on stage or at networking events about why they’re in business, how they got there, what makes their brand different, but mostly, they focus on the bigger picture. When you meet someone new, do you talk about your revenue projections or sell the features of your product or service (“Hi, I’m Bob, founder of Bob Socks, we sold $8M in product last year and we offer the best shorty socks on the planet”)? Or, do you focus on your ethos, your reason for being (“Hi, I’m Bob, founder of Bob Socks, and I started my company because my father had diabetes and compression socks were ugly as hell, so we set out to change that to save him and others embarrassment”)?

Example: Zappos is a well known (and frankly, overused) example of an ethos-centric brand which promises to deliver happiness. They are simply an online shoe store. But they’ve managed to inspire the Western world through their CEO’s constant speaking to other businesses about happiness, even funding research on and a book on the topic, and an online community about it. Founder Tony Hsieh said, “I had decided to stop chasing the money, and start chasing the passion.” You won’t find him telling you about shoe brand superiority, no, he focuses on making the customer experience exciting from beginning to end.

The takeaway

You can’t put on an outfit to become cool. You can’t tweet about reality tv shows to become cool. You can’t make your staff dress down to become cool. You can’t become cool.

You either are or you aren’t, and either one is okay, because in today’s world, authenticity is king and people are attracting like minds. Does everyone find these tennis shoe wearing CEOs appealing? Nope. And those that don’t will typically attract each other. The same goes with consumers.

So, to kill a cliche – be yourself. There’s no other way to be cool or to be cooler than your competitors. Not everyone will be attracted to you or your brand, and no amount of hair grease will change that since like minds attract. Let your hair down a little bit, be human, and focus on your ethos.

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3 Comments

3 Comments

  1. Greg Fischer

    October 17, 2013 at 12:11 pm

    You’re cool.

    And interesting take on the most recent history of ‘cool’ can be examined in the hilarious movie “21 Jump Street” featuring Jonah Hill.

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Opinion Editorials

Facebook fights falsehoods (it’s a false flag)

(EDITORIAL) Facebook has chosen Reuters to monitor its site for false information, but what can one company really do, and why would Facebook only pick one?

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Reuters checks facebook

So Facebook has finally taken a step to making sure fake news doesn’t get spread on it’s platform. Like many a decision from them though, they haven’t been thorough with their venture.

I am a scientifically driven person, I want facts, figures, and evidence to determine what is reality. Technology is a double edged sword in this arena; sure having a camera on every device any person can hold makes it easy to film events, but deepfakes have made even video more questionable.

Many social media platforms have tried to ban deepfakes but others have actually encouraged it. “I’ll believe it when I see it” was the rally cry for the skeptical, but now it doesn’t mean anything. Altering video in realistic ways has destroyed the credibility of the medium, we have to question even what we see with our eyes.

The expansion of the internet has created a tighter communication net for all of humanity to share, but when specific groups want to sway everyone else there isn’t a lot stopping them if they shout louder than the rest.

With the use of bots, and knowing the specifics of a group you want to sway, it’s easy to spread a lie as truth. Considering how much information is known about almost any user on any social media platform, it’s easy to pick targets that don’t question what they see online.

Facebook has been the worst offender in knowing consumer data and what they do with that data. Even if you never post anything political, they know what your affiliation is. If you want to delete that information, it’s hidden in advertising customization.

Part of me is thrilled that Facebook has decided to try and stand against this spread of misinformation, but how they pursued this goal is anything but complete and foolproof.

Reuters is the news organization that Facebook has chosen to fact check the massive amount of posts, photos, and videos that show up on their platform everyday. It makes sense to grab a news organization to verify facts compared to “alternative facts”.

A big problem I have with this is that Reuters is a company, companies exist to make money. Lies sell better than truths. Ask 2007 banks how well lies sell, ask Enron how that business plan worked out, ask the actors from Game of Thrones about that last season.

Since Reuters is a company, some other bigger company could come along, buy them, and change everything, or put in people who let things slide. Even Captain America recognizes this process. “It’s run by people with agendas, and agendas change.” This could either begin pushing falsehoods into Facebook, or destroy Reuters credibility, and bite Facebook in the ass.

If some large group wants to spread misinformation, but can’t do it themselves, why wouldn’t they go after the number one place that people share information?

I really question if Reuters can handle the amount of information flowing through Facebook, remember almost a 3rd of the whole world uses Facebook. 2.45 Billion people will be checked by 25,800 employees at Reuters? I can appreciate their effort, but they will fail.

Why did Facebook only tag one company to handle this monumental task? If you know that many people are using your platform, and such a limited number of people work for the company you tasked with guarding the users, why wouldn’t you tag a dozen companies to tackle that nigh insurmountable number of users?

I think it’s because Facebook just needs that first headline “Facebook fights falsehoods”. That one line gets spread around but the rest of the story is ignored, or not thought about at all. If there is anything Facebook has learned about the spread of fake information on their platform, it’s how to spread it better.

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Opinion Editorials

Will shopping for that luxury item actually lower your quality of life?

(EDITORIAL) Want to buy yourself a pick-me-up? Have you thought of all the ramifications of that purchase? Try to avoid splurging on it.

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In an era of “treat-yo-self,” the urge to splurge is real. It doesn’t help that shopping – or what ends up being closer to impulse shopping – provides us with a hit of dopamine and a fleeting sense of control. Whether your life feels like it’s going downhill or you’ve just had a bad day, buying something you want (or think you want) can seem like an easy fix.

Unfortunately, it might not be so great when it comes to long-term happiness.

As you might have already guessed, purchasing new goods doesn’t fall in line with the minimalism trend that’s been sweeping the globe. Being saddled with a bunch of stuff you don’t need (and don’t even like!) is sure to make your mood dip, especially if the clutter makes it harder to concentrate. Plus, if you’ve got a real spending problem, the ache in your wallet is sure to manifest.

If that seems depressing, I’ve got even more bad news. Researchers at Harvard and Boston College have found yet another way spending can make us more unhappy in the long run: imposter syndrome. It’s that feeling you get when it seems like you’re not as good as your peers and they just haven’t caught on yet. This insecurity often arises in competitive careers, academics and, apparently, shopping.

Now, there’s one big caveat to this idea that purchasing goods will make you feel inferior: it really only applies to luxury goods. I’m talking about things like a Louis Vuitton purse, a top of the line Mercedes Benz, a cast iron skillet from Williams Sonoma (or is that one just me?). The point is, the study found that about 67% of people – regardless of their income – believed their purchase was inauthentic to their “true self.”

And this imposter syndrome even existed when the luxury items were bought on sale.

Does this mean you should avoid making a nice purchase you’ve been saving up for? Not necessarily. One researcher at Cambridge found that people were more likely to report happiness for purchases that fit their personalities. Basically, a die-hard golfer is going to enjoy a new club more than someone who bought the same golf club to try to keep up with their co-workers.

Moral of the story: maybe don’t impulse buy a fancy new Apple watch. Waiting to see if it’s something you really want can save your budget…and your overall happiness.

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Opinion Editorials

How to ask your manager for better work equipment

(EDITORIAL) Old computer got you down? Does it make your job harder? Here’s how to make a case to your manager for new equipment without budget worries.

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better equipment, better work

Aside from bringing the boss coffee and donuts for a month before asking, what is an employee to do when the work equipment bites.

Let’s be frank, working on old, crappy computers with inefficient applications can make the easiest tasks a chore. Yet, what do you do? You know you need better equipment to do your job efficiently, but how to ask the boss without looking like a whiner who wants to blow the department budget.

In her “Ask A Manager” column, Alison Green says an employee should ask for better equipment if it is needed. For example, the employee in her column has to attend meetings, but has no laptop and has to take a ton of notes and then transcribe them. Green says, it’s important to make the case for the benefits of having newer or updated equipment.

The key is showing a ROI. If you know a specific computer would be a decent upgrade, give your supervisor the specific model and cost, along with the expected outcomes. In addition, it may be worth talking to someone from the IT department to see what options might be available – if you’re in a larger company.

IT professionals who commented on Green’s column made a few suggestions. Often because organizations have contracts with specific computer companies or suppliers, talking with IT about what is needed to get the job done and what options are available might make it easier to ask a manager, by saying, “I need a new computer and IT says there are a few options. Here are my three preferences.” A boss is more likely to be receptive and discuss options.

If the budget doesn’t allow for brand new equipment, there might be the option to upgrade the RAM, for example. In a “Workplace” discussion on StackExchange.com an employee explained the boss thinks if you keep a computer clean – no added applications – and maintained it will perform for years. Respondents said, it’s important to make clear the cost-benefit of purchasing updated equipment. Completing a ROI analysis to show how much more efficiently with the work be done may also be useful. Also, explaining to a boss how much might be saved in repair costs could also help an employee get the point across.

Managers may want to take note because, according to results of a Gallup survey, when employees are asked to meet a goal but not given the necessary equipment, credibility is lost.

Gallup says that workgroups that have the most effectively managed materials and equipment tend to have better customer engagement, higher productivity, better safety records and employees that are less likely to jump ship than their peers.

And, no surprise, if a boss presents equipment and says: “Here’s what you get. Deal with it,” employees are less likely to be engaged and pleased than those employees who have a supervisor who provides some improvements and goes to bat to get better equipment when needed.

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