The Problem With Thinking Outside The Box

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Want to know how to turn your pretty good brand into something really special? You need to shake it up, think outside the box. At least that’s what everyone says. But what if everyone is wrong? What if everything you needed to be spectacular was right inside your very own box?

The problem with thinking outside the box is the whole going outside business. We tend to think we can cherry pick parcels of genius from the ether.  The truth is, when we reach out and away, we move away from the very things that could set us apart. In an effort to expand our brand appeal we actually dilute its  potency.

Of course, we find inspiration outside of ourselves, however, in order to manifest something truly innovative, we need to synthesize the new concept or idea into the fabric of our own authenticity. Otherwise, we simply slap an idea onto the surface of our brands creating an lackluster shell. Why not instead be radically original?

Want the ol’ razzle-dazzle in your brand? Want client love, not “let’s just be friends?” You want passion, lusty enthusiasm from a hungry tribe of followers?  Here’s my suggestion:

Instead of looking outside the box for new innovation, lean hard into the edges of your own box. @HeatherPoduska (Tweet this!)

You need to go to those places within yourself that feel a little bit dangerous to expose. You know exactly what I’m talking about. Those pieces of who you are you worry would turn people off if fully unmasked. Go there. Lean there. Expand THERE! Go to the places of who you are you keep tamed or under wraps and rip the damn lid off! That’s when you’ll start explode your brand. That’s when a flood of creative and profitable ideas will start to flow.

Too often we dismiss our idiosyncrasies. We think they are unimportant or irrelevant to our business. However, we get so caught up in our training, in becoming an expert at what we do, we allow our brands to turn into vanilla mush pudding in the process. Our expertise can actually hinder our creativity.

Of course, you need to be top-notch at what you do, but to be irresistible, you need to show a little brand leg. When you are willing to lean into the nooks and crannies of your brand, you will find magical possibilities. It will be almost as if you had an out-of-body experience. But you’ll know better. You never left, you just explored the edge.

I love to hear your voice!

What edge do you need to lean into to make a bigger impact with your brand?

Post your answers below in the comments or find me on Facebook.

If you would like to use this article on your website or ezine, feel free! Just be sure to include the following:

Heather Poduska is a brand strategist, business coach and opera singer who helps entrepreneurs and small business owners create client attractive brands, polished brand images and brand communication strategies to increase their visibility and impact in the marketplace and grow their businesses.