I have recently been thinking about what it takes to “Stand Out From the Crowd”.
I have been writing and speaking about the importance of differentiation in building your Insurance Practice. My slogan has been ” Think, Think Again, Think Differently.”
I have a poem which I would like to share with you. There are two things about this poem which you should think about:
1. What does it take to be different and think differently; after all it is the essence of differentiation.
2. This poem is the basis for the most critically acclaimed advertising campaign in History, the one that Changed Everything.
The poem is “the Crazy Ones” written by Craig Tanimoto, a copywriter at Chiat/Day (the agency that produced the campaign). Here is the full version of the poem:
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers.
The round pegs in the square holes.
The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them.
About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
Please write back to me and identify the product the advertising campaign was about.