de (now would be good) and make a list. That’s right. Get out some paper and make a list of all the things that are “assumed” in your business. The key is to think really basic. If it’s assumed that your products are delivered in brown boxes, write that down. If it’s assumed that all sales people in your company drive white vans, then write that down. Don’t over think it. Don’t edit. Just write.

Here is an example of some assumptions that I’ve come up with just sitting here. They apply to the speaking business, but I’m assuming that your brain can make the leap.

In the speaking business it i

Nobody notices normal. I learned that early in life when I discovered my secret calling to be a class clown. I quickly learned that the key to being funny is in saying what people don’t expect you to say - taking assumptions and shattering them. It’s not about fitting in. It’s about getting noticed. When you are different people remember you. It’s something that has been proven true throughout my years as a writer, storyteller, comedian, and professional speaker. Look around you at the different industries to examples of what I’m talking about. Musicians who succeed are those who have a different sound. Comedians who have a unique perspective on life. Speakers with a different concept. Reality TV. Commercials with talking lizards. I rest my case.

While I like to think that I am talented and full of wit, I’m afraid it’s not the talent or the humor that gets me hired. It’s the fact that I bring something different to the table. I have found ways (some intentionally, some not) of being different on many levels – from my promotional materials, to my website presence, to the way I treat my clients. And that’s why I buy into the principle that the key to success is to study what everybody else is doing and do the opposite. Create yourself as a category of one. Be the only one in your business who…

My particular industry is the speaking business where we as speakers have become a commodity – an endless buffet of choices to our clients. As more and more speakers are entering the market and bringing with them new and DIFFERENT ways of doing things, we’d better start finding ways to go from moving inside the norm to moving outside the box. We want to avoid becoming the “been there done that” option to our clients. This isn’t an issue just for speakers. It’s an issue for everyone in business. And the way to start thinking outside the box is to start by looking at the box.

Back to my earlier mention of taking assumptions and shattering them. In comedy that is a key principle in getting laughs. Set up your audience with a common assumption and then break it. Say what they didn’t think you were going to say. Do what they didn’t think you were going to do. I think the same can be said for our businesses. Look at what our clients expect, and then surprise them by doing something different. It’s that easy. And yet so many of us aren’t doing it.

Today I’m going to challenge you to set time aside (now would be good) and make a list. That’s right. Get out some paper and make a list of all the things that are “assumed” in your business. The key is to think really basic. If it’s assumed that your products are delivered in brown boxes, write that down. If it’s assumed that all sales people in your company drive white vans, then write that down. Don’t over think it. Don’t edit. Just write.

Here is an example of some assumptions that I’ve come up with just sitting here. They apply to the speaking business, but I’m assuming that your brain can make the leap.

In the speaking business it is

Comedians who have a unique perspective on life. Speakers with a different concept. Reality TV. Commercials with talking lizards. I rest my case.

While I like to think that I am talented and full of wit, I’m afraid it’s not the talent or the humor that gets me hired. It’s the fact that I bring something different to the table. I have found ways (some intentionally, some not) of being different on many levels – from my promotional materials, to my website presence, to the way I treat my clients. And that’s why I buy into the principle that the key to success is to study what everybody else is doing and do the opposite. Create yourself as a category of one. Be the only one in your business who…

My particular industry is the speaking business where we as speakers have become a commodity – an endless buffet of choices to our clients. As more and more speakers are entering the market and bringing with them new and DIFFERENT ways of doing things, we’d better start finding ways to go from moving inside the norm to moving outside the box. We want to avoid becoming the “been there done that” option to our clients. This isn’t an issue just for speakers. It’s an issue for everyone in business. And the way to start thinking outside the box is to start by looking at the box.

Back to my earlier mention of taking assumptions and shattering them. In comedy that is a key principle in getting laughs. Set up your audience with a common assumption and then break it. Say what they didn’t think you were going to say. Do what they didn’t think you were going to do. I think the same can be said for our businesses. Look at what our clients expect, and then surprise them by doing something different. It’s that easy. And yet so many of us aren’t doing it.

Today I’m going to challenge you to set time aside (now would be good) and make a list. That’s right. Get out some paper and make a list of all the things that are “assumed” in your business. The key is to think really basic. If it’s assumed that your products are delivered in brown boxes, write that down. If it’s assumed that all sales people in your company drive white vans, then write that down. Don’t over think it. Don’t edit. Just write.

Here is an example of some assumptions that I’ve come up with just sitting here. They apply to the speaking business, but I’m assuming that your brain can make the leap.

In the speaking business it i

and do the opposite. Create yourself as a category of one. Be the only one in your business who…

My particular industry is the speaking business where we as speakers have become a commodity – an endless buffet of choices to our clients. As more and more speakers are entering the market and bringing with them new and DIFFERENT ways of doing things, we’d better start finding ways to go from moving inside the norm to moving outside the box. We want to avoid becoming the “been there done that” option to our clients. This isn’t an issue just for speakers. It’s an issue for everyone in business. And the way to start thinking outside the box is to start by looking at the box.

Back to my earlier mention of taking assumptions and shattering them. In comedy that is a key principle in getting laughs. Set up your audience with a common assumption and then break it. Say what they didn’t think you were going to say. Do what they didn’t think you were going to do. I think the same can be said for our businesses. Look at what our clients expect, and then surprise them by doing something different. It’s that easy. And yet so many of us aren’t doing it.

Today I’m going to challenge you to set time aside (now would be good) and make a list. That’s right. Get out some paper and make a list of all the things that are “assumed” in your business. The key is to think really basic. If it’s assumed that your products are delivered in brown boxes, write that down. If it’s assumed that all sales people in your company drive white vans, then write that down. Don’t over think it. Don’t edit. Just write.

Here is an example of some assumptions that I’ve come up with just sitting here. They apply to the speaking business, but I’m assuming that your brain can make the leap.

In the speaking business it i

e way to start thinking outside the box is to start by looking at the box.

Back to my earlier mention of taking assumptions and shattering them. In comedy that is a key principle in getting laughs. Set up your audience with a common assumption and then break it. Say what they didn’t think you were going to say. Do what they didn’t think you were going to do. I think the same can be said for our businesses. Look at what our clients expect, and then surprise them by doing something different. It’s that easy. And yet so many of us aren’t doing it.

Today I’m going to challenge you to set time aside (now would be good) and make a list. That’s right. Get out some paper and make a list of all the things that are “assumed” in your business. The key is to think really basic. If it’s assumed that your products are delivered in brown boxes, write that down. If it’s assumed that all sales people in your company drive white vans, then write that down. Don’t over think it. Don’t edit. Just write.

Here is an example of some assumptions that I’ve come up with just sitting here. They apply to the speaking business, but I’m assuming that your brain can make the leap.

In the speaking business it i

de (now would be good) and make a list. That’s right. Get out some paper and make a list of all the things that are “assumed” in your business. The key is to think really basic. If it’s assumed that your products are delivered in brown boxes, write that down. If it’s assumed that all sales people in your company drive white vans, then write that down. Don’t over think it. Don’t edit. Just write.

Here is an example of some assumptions that I’ve come up with just sitting here. They apply to the speaking business, but I’m assuming that your brain can make the leap.

In the speaking business it is assumed that:

 the audience doesn’t get involved
 the speeches are written ahead of time
 the material is general enough to fit several different audiences
 contact is usually made my mail or email
 the speech is given in person
 the speaker has a book
 the speaker sends out a newsletter

These are just a few examples. I actually came up with many more. In fact, I encourage you to come up with twenty-five to begin with. You may even have more. But aim for twenty-five. Make sure your list includes the many aspects of your business from customer service, to sales, to product, employee relations, to training, to your company’s story.

The next step is easy. You have the assumptions, now shatter them. Again, let your mind wander. Don’t worry about whether it sounds impossible or stupid. Don’t think, just write. Have fun. Get other people involved in the process. Ask yourselves, “How can we be different than what they expect?” Some of things on your list may not work for your company but you should see several areas where you can find a way to be different from your competitors – embrace your uniqueness. To be the only one in the business who…

The last step is always the hardest and the one where most of us fall short.

Just do it.