Don't Normalize Common Things: A Philosophy for Business Excellence

In Business, Don't Normalize Common Things

This simple yet profound statement challenges us to question the very foundation of how we operate, think, and grow. In a world where conformity often leads to stagnation, embracing the uncommon can be the key to unlocking true innovation and excellence.

What Does It Mean?

When something becomes "common," it's easy to accept it as the default—the way things should be. But common doesn't mean correct. Common doesn't mean optimal. And common certainly doesn't mean it can't be improved.

📧 Business: Email Marketing

❌ Common Approach

📋

Sending generic emails to prospects with templates copied from competitors

Low Impact

✨ Uncommon Approach

🎯

Crafting personalized value propositions that solve specific pain points for each prospect

High Impact

📊 Business: Marketing Strategy

❌ Common Approach

👥

Following the same marketing strategies as competitors and hoping for different results

Blending In

✨ Uncommon Approach

🚀

Creating unique positioning that makes comparison irrelevant and stands out from the crowd

Standing Out

⚙️ Business: Process Management

❌ Common Approach

🐌

Accepting slow processes because "that's how it's always been" and resisting change

Stagnant

✨ Uncommon Approach

⚡

Re-imagining workflows with digital transformation and continuous improvement mindset

Innovative

🎯 Life: Pursuing Excellence

❌ Common Approach

😴

Settling for mediocrity because it's comfortable and requires no extra effort or risk

Comfort Zone

✨ Uncommon Approach

🏆

Pursuing excellence even when it's difficult, embracing challenges as growth opportunities

Growth Zone

💭 Life: Independent Thinking

❌ Common Approach

🐑

Following trends without questioning them, doing what everyone else does

Following

✨ Uncommon Approach

💡

Setting trends by thinking independently and questioning conventional wisdom

Leading

🎓 Key Takeaway

❌ Common Mindset

📉

"This is how everyone does it, so it must be right. Why change what's already working?"

Status Quo

✨ Uncommon Mindset

📈

"Just because it's common doesn't mean it's optimal. How can we do this better?"

Innovation

Why This Matters?

The businesses that transform industries aren't the ones that accept common practices—they're the ones that challenge them. Netflix didn't normalize video rental stores. Tesla didn't normalize traditional automotive manufacturing. Amazon didn't normalize conventional retail.

They questioned what everyone else accepted. They saw opportunities where others saw obstacles. They dared to be different, and in doing so, they redefined excellence in their fields.

The VVG ONLINE Approach

At VVG ONLINE, we don't help businesses do common things better. We help them question whether those common things should exist at all.

Digital transformation isn't about digitizing old processes—it's about re-imagining what's possible when you refuse to normalize what's merely common.

Your Challenge

This week, identify one "common" practice in your business:
- Ask: "Why do we do it this way?"
- Challenge: "Is there a better way?"
- Innovate: "What would this look like if we started from scratch?"

Because extraordinary results have never come from accepting ordinary standards.

Final Thought

Don't normalize common things. Question them. Challenge them. Transform them. Because in the refusal to accept the status quo lies the path to true excellence.