The Few. The Rare.

We, humans, come wired to connect, fit in, and belong. While true belonging is essential for a healthy culture, it can have converse effects when we consider our market position. Because we’re born to connect, emulating others or borrowing a page from their playbook is natural. 

However, following our own unique path, voice, and genius often means separating from the pack. Here, you both stand on your own convictions and value, and by doing so, you attract others who are enlivened by your conviction of values. Values meet values.

What few are willing to do can create your own “Blue Ocean” position—but, only if you’ve done the hard work of knowing what your brand courageously stands for.

• Rare organizations act as if it’s an honor to serve their customers.
• Rare brands take time to listen to their customers with enough curiosity to learn and understand how they’re perceived. 
• Rare brands look beyond the data to see the humanity in the people it serves.
• Rare companies are thinking about how their individuals are welcomed and on-boarded into the culture. 
• Rare businesses have the courage to break their industry mold and be an innovator.
• Rare cultures ensure psychological safety, inclusion and diversity. 
• Rare leaders are daring enough to be vulnerable even with so many eyes on them.
• Rare products and services are made with care and love, and are offered with generosity.

Businesses can make their biggest strides forward when they risk doing what a rare few will do. And sometimes it feels like a real risk to be true to yourself. This is an underrated rarity. Being a brand that has scarcity (not in mindset, but positioning) at its core is an act of courageous service: one that pays dividends for both your customers and your business. What a rare few are willing to do both separates us from the competition and drives us closer to the tribe where we truly belong.