Power Play: Look for the counter-trend

Power Players keep their power by looking in places where others don’t think to look.

While the herd chases down an idea in one direction, the greatest Power Players look in exactly the opposite direction.

In business we all know there are trends and fat opportunities, but the biggest paydays tend to come from the unexpected and the surprising.

Power Players develop an internal originality compass and, like a good Hollywood car chase, they take a left when everybody goes straight ahead.

If you’re looking to perfect your Power Player groove, get used to seeking out the counter-trend: see the opposite, the unseen and the opportunities that turn leaders into legends.

Practise on a problem staring you in the face right now and get a handle on your internal originality compass. You’ll be amazed at the ideas that come into your head.

The story

A global dairy client wanted me to develop a new low-fat yoghurt brand for the market. Why? Because all the market research studies told him that ‘low-fat’ and ‘health’ was ‘on trend’.

What I went in recommending was the exact opposite: the most full-fat, rich, decadent, buttermilk ice-cream product we could possibly develop.

We priced a litre of it at $20 and only sold it in oil-rich Middle East countries.

The company made more in one month with this product than the entire year’s projected revenue for the low-fat yoghurt.

Look for the counter-trend and knock yourself out.