Identity and Identified

The way you are identified out in the world, in your market, to your audience or customers is a very narrow definition. It has to be. In order to cut through and have staying power in someone’s mind your means of being identified have to be clear, simple and consistent.

A certain look or sound or stance or product or character trait becomes how you are identified.

But keep in mind that the way you are identified is merely a sliver of your identity. It’s easy to confuse the two.

The way you are identified is not your identity.

And

Your full identity is too complex to trade on in the marketplace.

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No Cheaper Replacement

When you decide you want to go see U2 in Vegas or Taylor Swift at the stadium or Foo Fighters on the comeback trail…you might wonder how you can get a ticket a little cheaper than advertised. It’d be nice to get in the door while saving a few bucks.

But if you can’t find the cheaper ticket, you don’t go looking for the cheaper, knock-off, wanna be version of the band and go to their show instead.

You know what a U2 or Taylor Swift or Foo Fighters show is all about and even though cheaper would be nice, you know there’s no cheaper replacement.

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The Material

There’s a classic Seinfeld scene where Jerry’s girlfriend breaks up with him because she saw his act and didn’t like it.

The fascinating thing (and I’m sure isn’t a coincidence) is that the girlfriend never says the material is bad…she just says the material didn’t do it for her and that it wasn’t her kind of humor.

That’s the same reason why people don’t take another listen or don’t click the link in bio or don’t buy the exclusive merch…it’s not because the material is bad, it’s simply not for them.

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Filling In

‘Filling in’ happens a lot in the music world.

The guitar player’s flight got cancelled, can you fill in?

The bass player’s hand got electrocuted in a toaster, can you fill in?

The drummer forgot there was a gig and went on vacation, can you fill in?

There’s a couple things worth pointing out about filling in…

-If you say yes and can be a warm body on stage and therefore the gig doesn’t get cancelled, everyone is thankful and relieved.

-If you say yes and actually learn the material, you have solidified a respectful reputation in the camp forever. You not only saved the show but your skill and contribution was such that no one had to worry about you…and next time around no one will hesitate to call you. You’ll be first on the call list.

It’s an honor to be asked to fill in. Now do something with it.

»» It’s funny how often filling in leads to getting the gig.

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The Third Coat

It’s fun to paint the first coat. The new paint is covering the old paint…the progress is easy to see and the sweet satisfaction comes quickly.

But it’s also easy to tell from the beginning that a second coat is going to be necessary. While first coat makes a huge difference it’s still somewhat transparent…no big deal, everyone knows it’s normal to do two coats, so two coats it is.

The second coat is ok to paint. It’s not as fun as the first. There’s not as much contrast but it’s part of the job. Gotta finish and make it look good.

Two coats complete. Standing back in victory, it looks great.

But walking up closer…is a different story.

It needs a third.

Yep, it needs a third.

As much as the second coat was suppose to be the final coat, it isn’t. It’s just not there yet.

The third coat isn’t fun at all. It barely makes a difference…but the difference it makes is vital. The third coat takes it from almost done to completely done.

This is how a lot of projects go.

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Exercise and Jazz

In the world of exercise…the best way to get good at the second set is to add a third set to your routine. Pretty soon the third set becomes your problem instead of the second.

In the same way…

Sometimes I play jazz. I am not a great jazz player but the drummer, Jordan Perlson, is. A couple times during a set I’ll swing big and try to get crazy. He hears this, matches my crazy and raises the crazy...playing strange exotic fills over bar lines and emphasizing deep arhythmic subdivisions all while maintaining complete control. I, however, get fully lost. No clue where I am. No clue where he is. He brings it back around perfectly and I look like a fool for a few beats while I wait to recognize the ‘one’ again. It’s the best.

Hum Love on Spotify and Apple