As much as we like to try, being awesome is not a business model. It’s not a business model because most companies aren’t awesome and awesome can’t be faked. The same goes for personality. Can personality work? Sure. But personality only works when it’s genuine. It works when you’re a small business bleeding for change or a big business fighting against the corporate bullshit. However, personality and awesome are often nothing but fake avatars They’re smoke and mirrors, useless personal brands, and knock off products. It’s staged “awesome” created with the aid of a green screen. It’s not the juicy, in your face, unexpected type of awesome.
Your customers aren’t impressed by special effects. What impresses them is when you fix what’s broken. When you make them cool. When you create your own game and let them get in early. When you stop relying on glitter and hype to get attention. Brands are people. Make your brand about people, about your customers. Put the soul back in your company. Ask your customers how you can be better. And then use what they give you to connect your own dots. That’s what’s really awesome.