CHAPTER 13Do it your way

When it comes to living in Stand Out, find a way to ‘do it your way'. (Kinda sounds like a line from a Dolly Parton ballad … or is that Frank Sinatra? Whatever.) You need to battle conformity through your ideas. Turn up in a way you never have before and create a new way of operating. While we can learn patterns and lessons from others, this is your time to set the trend. Know what the non-negotiables are and then play with the rest. Give yourself permission to fly your freak flag and do it your way.

From trend-getter to trendsetter

In March 2015, Tom Goodwin published an article on with an opening paragraph that caught the attention of many:

Uber, the world's largest taxi company, owns no vehicles. Facebook, the world's most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world's largest accommodation provider, owns no real estate. Something interesting is happening.

These words have been shared, liked and — the ultimate compliment — turned into memes in various ways online and offline since Goodwin shared them. We live in interesting times, where our view of the way things ‘should' be is being shaken up and challenged on a daily basis. And this is opening up the opportunity for us to examine our own thoughts of It'll never work — to challenge the default around the way we live, work and play.

Now, more than ever before, you, your team, and your organisation have not ...

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