“It Might Leave a Scar.”
Welcome to the Why to Wow newsletter, which is all about inspiring the hearts and minds of people worldwide with the power of differentiation. I ask you to share this newsletter with friends, family, and associates to help change our world for the better. Our goal is to inspire over one million people worldwide with our message. Reach out if you have any comments or questions.
So often, leaders assume that their brand’s differentiation or uniqueness must be something superior—the best, the fastest, etc. Fortunately, that’s not true. Your differentiation is something no one else has exactly, something that allows you to stand out and be noticed.
Before Cindy Crawford reached the status of supermodel icon, she had to climb the ranks in that cutthroat industry. As a teen, she was competing against some of the most beautiful young women in the world. Her agents approached her regarding a sensitive subject: the “mole” on the left side of her face. Since none of the other supermodels had one, her team warned her that this imperfection, or defect, could impede her career. She was presented with two options: cover it up with makeup or go under the knife to have it surgically removed. Cindy first tried concealing it with makeup, but as she shared in interviews, that “only made it worse.” She did make a decision: she chose to keep her mole. It became her signature feature as she grew to be an internationally famous model and actress. But how and why that happened is the most fascinating part of the story.
When I give keynote speeches, I share this story and ask the audience why Cindy didn’t remove the birthmark. Routinely, I hear many people yell out “differentiation!” The truth is, that was not the reason. And to make it even more interesting, our story has a hero: Jennifer Sue…
Jennifer Sue is Cindy’s mother. Upon hearing of Cindy considering plastic surgery, she offered advice to her daughter that proved prophetic: “You cannot remove it, because it may leave a scar.” Jennifer delivered brilliant insight that is an important business lesson for us all: if you strip away your differentiation in an attempt to blend in, you may risk leaving a “scar.” That scar might be losing loyal customers or disengaging your employees who deeply value what sets you apart.
Difference-maker #1: Remember, differentiation is not synonymous with superiority.
If your brand is a little quirky, but unignorable, embrace it, don’t erase it. I’ve seen numerous trucks, cars, and recreational vehicles with unusual taillights, bumpers, or other features that quickly identify them. The greatest brands in the world freely admit they are not the best in every aspect, but they do vigorously protect and retain their distinctiveness. Rather than removing or minimizing unique attributes, trumpet them.
Difference-maker #2: Words create worlds.
There are over 200,000 words in the English language, yet Cindy’s team chose to use the term “mole” when they could have easily referred to it as a birthmark or beauty mark. While her team urged her to remove a “mole,” Cindy and Jennifer Sue remained committed to her beauty mark.
It’s not about being perfect or looking like the other brands, products, or supermodels. Honor and celebrate your distinctive qualities. Remember, if you give in to pressure and cut out your unique product or service features to be like the competition, that might just leave a scar.
Podcasts I Recommend
Here are two excellent podcasts I recommend if you’re looking for inspiring business insights.
The Financial Freedom Podcast empowers listeners with actionable insights and strategies to build wealth, eliminate debt, and achieve long-term financial independence. Topics include entrepreneurship, technology, marketing, and AI.
Celebrating 10 years, Amazing Business Radio features host Shep Hyken and the world’s top CX leaders, sharing powerful insights that elevate service, loyalty, and customer experience.