Archive for the ‘Purple Cows’ Category

Don’t Fit In!

| June 3rd, 2011 | 8 Comments »

Smart Stubbornness

If there is a single characteristic that I think I admire most about some of the key people I’ve befriended around the world, it would probably be their determination not to fit in.  I am not saying that I admire cultural oafs who make no attempt to assimilate with local culture.   What I mean is that, contrary to the masses, these people that I find extraordinary do not let their surroundings define them.  They rise above their immediate cultural and societal influences.

I was reading recently about exactly this kind of person in Frans Johansson’s The Medici Effect, a book that makes a case for seeing deliberate exposure to cultural diversity as important in facilitating the best kind of innovation.

A Different Swede

Johansson tells the story of Marcus Samuelsson, who, at the time of the book’s writing was the Executive Chef of a prestigious New York-based Swedish restaurant.  Samelsson is anything but typical.  He is a black Swede, adopted with his sister from Ethiopia by Swedish parents and a globe-trotting geologist father who traveled with the kids a lot when they were young.  Samuelsson caught the travel bug and so continued by working in culinary apprenticeships in Switzerland and Austria and then later working on a cruise line that circumvented the globe.   He later ended up in New York where he was promoted to Executive Chef soon after starting at the prestigious Swedish restaurant Aquavit.

“I never saw Gothenburg as my be-all and end-all… unlike most of my friends, who all planned to stay in the area.” said Samuelsson about his growing up in this Swedish hometown.

A Brilliant Chef

This determination to look past immediate constraints and to think bigger than present surroundings demanded is clearly what fueled Samuelsson to be extraordinary. His brilliant culinary creations took his New York restaurant from serving “good” Swedish cuisine to innovating with ingenious culinary creations inspired, not only by Samuelsson’s grounding in Swedish cuisine, but by his fascination with different world cuisines.  His dishes included Caramelized Lobster  – Seaweed Pasta, Sea Urchin Sausage and Cauliflower Sauce (a fun Asian twist on a Swedish classic) and Chocolate Ganash – Bell Pepper and Raspberry Sorbet and Lemon Grass Yogurt (Raspberry sorbet is as Swedish as blond hair and blue eyes but lemon grass yogurt?  Not so much.)

His extremely innovative dishes won his restaurant a rare three-star review by the New York Times and brought Samuelsson a mountain of publicity including being named Best Chef in New York City by the James Beard Foundation and being recognized as one of the Global Leaders of Tomorrow by the World Economic Forum in Davos, Switzerland. I don’t know about you, but just reading about this restaurant makes me want to visit it.

But back to the point.  Aquavit would not be the same restaurant nor Samuelsson the same superstar, had he not bucked convention and decided to live a truly cosmopolitan, convention-crumbling lifestyle.  Being different is VITAL.

Confessions of a TCK

Some of my love of the different probably comes from personal bias since I grew up feeling different all my life.  I grew up as a TCK (Third Culture Kid).  A TCK is someone who grows up in a culture different from their own and ends up creating a third culture for themselves – a hybrid of the local culture and that of their national or cultural origin.  I grew up as a Swede in Asia and my three best friends consisted of a Ghanian, a Singaporian and a Korean – all of us going to an Americanized “International” school just outside Manila in the Philippines.  I’ve kept in touch with these guys since and although we all settled in the US, we also have all lived fairly counter-cultural lives.

The Singaporian jokes that, as opposed to recent “fresh-off-the-boat” (FOB) immigrants, he is SOB “still-on-the-boat” because he brings such a cultural hodge podge of accents to his stab at the American life.  The Ghanian is a Family Practice doctor in Florida and the Korean now lives in Southern California and is studying medicine after spending years in China, learning fluent Mandarin, marrying a local and becoming a doctor of eastern medicine.  These people are awesome and are some of the most interesting people I know.

In Praise of Rebels

Some more of Johansson to conclude:  “The mere fact that an individual is different from most people around him promotes more open and divergent, perhaps even rebellious thinking in that person.  Such a person is more prone to question traditions, rules, and boundaries – and to search for answers where others may not think to.”

So here’s my challenge for you and for me for the future:  Take deliberate steps not to fit in with the status quo.  It is time to experience the “other” and to be extraordinary.

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Bjorn Karlman

Seth Godin’s Purple Cow – Get Remarkable

| February 26th, 2011 | Comments Off

A Game Changer
Anyone trying to start something great from scratch should be encouraged by Seth Godin. His book Purple Cow is a game changer. In it he spells out the rules of the new game: consumers DO NOT listen to you. “Marketing is dead.” Advertising falls on deaf ears. What matters now is not how many bland franchises you have or the size of your marketing budget. What matters is not how many employees you have or how long you have been around (in fact, a long history can be a cumbersome liability). What matters now is this question: Are you a purple cow?

Huh?
What’s a purple cow? As much as it may sound like a desperate bid to break into the marketing lit with a bold new term that in the end tells the same old story, Seth Godin’s purple cow is different. He is not rambling on about the need for better packaging or how you need a Super Bowl commercial if you want attention. He is talking about the most crucial commodity out there: being REMARKABLE. “Something remarkable is worth talking about…”

Why this is good news
“You can’t make people listen.” This is good news. The days of huge companies successfully influencing consumers by bombarding them with advertising are over. The return on that kind of carpet bombing is less and less. Your remarkable idea is more powerful than billions of dollars built on a Kmart foundation. The small guy CAN win according to these new rules. Netflix (huge range, great prices, home or streaming video – delivery) beats Blockbuster (traditional stores), Southwest (killer prices, non union employees, fresh take on customer service) beats United (battered by unions, aging bureaucracies and tired ideas) and you can beat the dinosaur in your field.

People listen up when you get remarkable with them, when you bring out the purple cow. So on your quest to savvy, global do-gooding, BE BOLD . It doesn’t matter if you are just brainstorming ideas for a new kind of non-profit or if you head up Greenpeace, remarkable ideas are the new currency of power.

Bjorn Karlman

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