What if “ABSURD!” was a good thing?

by: Sean McDonald

Being good at your business isn’t enough. There, I’ve said it. In order to compete, you need to go way way way beyond good. You need to go way way way beyond great. You need to go way way way beyond excellent. In fact, you need to reach the realm of the ABSURD! But doesn’t ABSURD! mean crazy or insane? Sure, if you only use it in negative contexts. But ABSURD! has another meaning and we’re going to redefine it.

How so? Well, for one, consumers simply don’t accept mediocre (that is, good) anymore. They want fabulous, ground-breaking, and out-of-this-world. If you don’t believe me, listen to the consumers themselves. They’re telling us exactly what they expect – they’re talking to the press, they’re talking to your competitors, and they’re even telling you. But are you listening? If you are, you know that they want absurd!

Here are 4 things that should be ABSURD! at your organization.

Commitment – Absurdly committed professionals are top of the line, hard to get, and even harder to keep. They have a definite outcome in mind when they start out. The very act of committing to a task or initiative is sacred to them. They treat commitments very seriously and they are at their best when teamed with like-minded colleagues.

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