Why Following “Best Practices” Is Killing Your Business Growth - Tom Wheelwright, Paul Gottsegen

Key Concepts

• Do the Opposite: Challenging conventional wisdom and established “best practices” to achieve superior results.
• Positioning: Defining a unique and credible space for a company or brand in the consumer’s mind.
• Generative AI Optimization (GEO): Adapting SEO strategies for the age of Large Language Models (LLMs) and AI-driven search.
• Authenticity & Humanity: The importance of genuine connection and personal engagement in leadership and marketing.
• Break the Norm: Intentionally disrupting established patterns to stand out and achieve significant growth.
• Multimodal AI Prompt: Utilizing AI to generate multiple content formats from a single input, increasing efficiency.

Incremental vs. Massive Growth: Doing the Opposite for Success

The core question driving business and investment decisions – whether to pursue incremental or massive growth – is addressed through the lens of challenging conventional wisdom. Paul Got Seagan, author of Do the Opposite, argues that achieving exceptional success requires deviating from established norms and embracing a contrarian approach, not for the sake of being different, but for the sake of achieving superior outcomes.

Paul Got Seagan’s Background & Philosophy

Paul Got Seagan brings 40 years of experience as a marketing professional, having worked with major companies like Dell, Compaq, Hewlett-Packard, Infosys, and MindTree, currently at ISG. His career has been marked by a consistent pattern of achieving success by questioning and diverging from standard practices. He emphasizes the importance of mentorship and scaling his knowledge through his book, aiming to inspire others to break through limitations and forge new paths. He attributes his success to a willingness to make “little mistakes” and learn from them, and prioritizes mentoring those who work with him, evidenced by a “Paul folder” of collected wisdom maintained by his team members.

The “Do the Opposite” Principle: Beyond Contrarianism

The “Do the Opposite” philosophy isn’t about simply taking the opposing stance for the sake of it. It’s about identifying conventional norms in everyday work processes – presentations, meetings, decision-making, communication – and questioning their necessity. Seagan illustrates this with the example of the New Orleans Saints’ unexpected onside kick in Super Bowl XLIV. While not breaking any rules, the play defied convention and ultimately led to victory. This mindset, he argues, can be applied across all aspects of business to gain a competitive edge. He stresses that the goal is not to be annoying, but to identify opportunities to differentiate and surpass limitations imposed by “best practices” which he characterizes as “a race to mediocrity.”

Breaking the Rut: A Step-by-Step Approach

Seagan outlines a pattern for breaking free from conventional thinking. He uses the example of public speaking, a common fear, to illustrate his approach:

1. Memorize the Beginning: Craft and memorize the first 45 seconds of a presentation word-for-word, establishing a strong opening.
2. Focus on the End: Develop a powerful, memorable closing statement ("haymaker close") and memorize it.
3. Embrace Conversational Delivery: Speak naturally, as if having a one-on-one conversation, avoiding “presenter voice” (loud, unnatural tone).
4. Avoid Common Crutches: Skip tired icebreakers (like acknowledging the audience’s hunger) and avoid looking at confidence monitors.
5. Decode & Learn: Observe presentations critically, identifying missed opportunities for differentiation.

Marketing Differentiation: Positioning & Messaging

Seagan emphasizes the importance of strong positioning in marketing. He defines positioning as establishing a unique and credible space for a brand in the consumer’s mind, using examples like Volvo (safety), BMW (performance), and Mercedes (luxury). He advocates for choosing a single, defensible “hilltop” rather than attempting to be everything to everyone. His “First is best, best is good, better is okay, nothing else matters” framework highlights the value of being a pioneer.

Effective messaging, according to Seagan, involves:

1. Positioning Statement: A clear articulation of the brand’s unique value proposition.
2. Three Pillars of Messaging: Focusing on three distinct areas of benefit (e.g., speed, ease of use, customer service).
3. Integrated Features, Functions, and Benefits: Presenting these elements together, rather than listing benefits in isolation.

AI & the Future of Marketing: A Contrarian Perspective

Seagan acknowledges the transformative potential of AI but cautions against relying on it to create core marketing content. He stresses that AI is best utilized for efficiency and back-office tasks, not for generating original thought leadership. He advocates for a “governance” approach to AI implementation, with a focus on developing use cases and maintaining a weekly review process. He introduces the concept of Generative AI Optimization (GEO), adapting SEO strategies for LLMs, emphasizing the need for frequently asked questions and schema adjustments on websites. He warns that over-reliance on AI can lead to generic content, emphasizing the importance of authenticity and human connection.

The Power of Authenticity & Human Connection

Seagan stresses the importance of authenticity and genuine connection in both leadership and marketing. He advises leaders to avoid wielding their authority and instead focus on fostering a sense of empowerment and mutual respect within their teams. He suggests a simple tactic – sharing personal interests (like TV shows) during team meetings – to build rapport and create a more human connection.

In marketing, he advocates for a conversational tone, avoiding marketing jargon and clichés. He encourages marketers to be themselves, sharing their own perspectives rather than quoting famous figures. He highlights the success of a LinkedIn post where he playfully contrasted the “Davos elite” with the “non-Davos people,” demonstrating the power of authenticity and challenging conventional narratives. He draws a parallel to Johnny Cash’s advice from Sam Phillips: “I don’t want to hear what you’ve heard a million times. I want to hear you.”

Conclusion

Paul Got Seagan’s Do the Opposite offers a compelling framework for achieving exceptional results by challenging conventional wisdom and embracing a contrarian mindset. His emphasis on positioning, authentic messaging, and strategic AI implementation, coupled with the importance of human connection, provides actionable insights for business owners, investors, and marketers seeking to break free from the status quo and achieve massive growth. The core takeaway is that true differentiation lies in daring to be different, embracing authenticity, and consistently questioning the norms that hold others back.