Change to Strange: Create a Great Organization by Building a Strange Workforce

1. Be Strange. Be Very Strange.

Do you want to build a great organization? Then you need to build a strange workforce. Does the word “strange” next to your workforce bother you? Strange means “out of the ordinary; unusual or striking; differing from the normal.”¹ Maybe having a strange workforce sounds a little risky to you—being different from normal doesn’t sound comfortable and doesn’t sound like you’d fit in. But when it comes to winning customers and beating down competition, you don’t want to fit in. Success will not come from being like your competition. You need your organization to be out of the ordinary, unusual, and striking. If your workforce is how you beat the competition, then you can’t build a great organization unless you build ...