The Swagger News

Why being bad is just as extraordinary as being good.

My friend Ed makes movies:  feature films, art-house flicks. He also does commercials. Last December, one of his commercials got lots of attention. I heard about it on national radio and television on at least three different occasions. Why? Because the 'celebrity'  comedian in the commercial had been nominated for the 'most annoying celebrity ad of 2010'. 

So I called my buddy Ed. 

"Ed, what is up with your commercial man?!" I ask impatiently. 

"What's the matter David, you don't like it?" he answers. I hear a sly smile cross his face. 

"Um...Ed. I don't even get it. What were you trying to do?" I mutter. 

"We were doing exactly what our client wanted, Dave. And we did it well too."he says, the smile still in place.

"But I've been hearing some pretty negative stuff out there man." I offer, somewhat meekly.

"Not about us, you haven't. About Arie (the comedian). He's taking the heat. We did our job. And there's no such thing as bad publicity." Ed said, that smile finally leaving his face.

Ed's right, of course. It's not a memorable commercial. But it was being discussed and blogged about. Winning 'awards' and the like.

And then it hit me. 

Being extraordinary doesn't necessarily mean being extraordinarily good. It works just as well to be extraordinarily BAD. 

"It's so bad, it's good." Ever heard that one? 

These days, the only thing that won't work is being average. Being average is deadly. Being average is being non-existent. Irrelevant. Bo - ring! 

We must refuse to be average. 

We must accept extraordinary as our mission. For now and ever more. 

For if we are average, we lose, and the competition wins. 

I would like this post to celebrate the extraordinarily bad stuff out there.

I hope you enjoy it. 

1. Media Markt's 2010 'Dat is mijn winkel' campaign 

 

2. Rinus de zanger

 

3. Glenn Beck tapping into his emotional side. 

 

 

4. The Brady Bunch

 

 

5. Sarah Palin, Presidential contender

 

 

Please send me your favorite 'so bad they're good' ideas.

Thanks. Now go be extraordinary. 

Get in the fast lane or get off the road.

On the highway we have a few choices: far left lane for fast, far right lane for slow, or the middle lanes for safe and sound. Where do you drive? 

If it's the middle lanes, let's hope you don't do business like you drive. 

Why?

Because safe and sound in business means one thing these days: you're out of business. We can't be mediocre, middle of the road anymore. We must be extraordinary. If not, the competition will fly past, leaving us in the dust. 

Take a good look around you. Who is thriving? Or at least getting our attention right now.

1. Apple. Extraordinary products, status quo breaking vision.

2. Julian Assange. The mother of all whistle blows. 

3. The Voice of Holland (for the lucky ones here in Holland). A reality show with a twist we've never seen (you know...when the chairs spin around).

They share one thing: huge risk, self belief, truly great 'product', and intelligent hard work. 

And who is disappearing? Or at least not getting our attention like they used to? 

1. Sting. Been a LONG time since Roxanne.

2. Eddie Murphy. When was the last time he made you laugh?

3. Uggs. Now what? They can't make women's feet look any bigger. 

What do they share? They were all once great, now average. Yawn. Sure, they make money. But another million isn't going to inspire Murphy to write funny jokes. 

Being extraordinary is not going to be easy. It takes courage. We will make mistakes. But if we're going to fail, let's fail big and lick our wounds in the slow lane for a few miles. Then we find our swaggers and get back to the fast lane.

Make it your passion for 2011.