One of the UK’s most prolific talent managers, Prof Jonathan Shalit OBE, was a fantastic Season 3 guest on my Events That Made Me podcast. And, one of the most memorable things he said to me was:
“Working harder and thinking broader than your competitors gets you more lovers and more haters.”
This sentiment couldn’t resonate more with me. After all, a great danger in business – and particularly in events – isn’t failing, but being forgettable. That’s why standing out in business matters.
WHY STANDING OUT IN BUSINESS MATTERS
I’ve spent decades designing and choreographing moments people talk about for years. The Gary Neville and Emma Neville‘s Great Mancunian Ball at Aviva Studios for St Ann’s Hospice. Apadmi’s Halloween family fright night at Diecast. Rainforest revelry at Chester Zoo. That’s the level of unforgettable I aim for. But truthfully, it doesn’t come without a price. Because standing out sometimes means walking a fine line between admiration and criticism from your competitors and peers.
All the same, it’s been and remains integral to both my business and who I am as an individual.
Being bold can be risky. But being bland is worse. Honestly, you’re doing it wrong if people aren’t moved by what you do, whether it’s positively or negatively.
While it reminds me of the decades of experience Jonathan and I share between us, it also remains at the heart of my business going forward.
For example, when I began working as a hospitality consultant with Hessian, we were adamant about not blending in. Instead, the goal was to stand out by providing superior event catering with a signature, unique flair. Fast forward and they ended 2024 on a high, with jobs including Lamborghini and Sports Personality of the Year.
In terms of my business, was every decision perfect? No. But every risk, every bold move, was intentional. And I believe my success owes much to the strategy of standing out.
THE BENEFITS OF BEING BRAVE
Asking why standing out in business matters it actually asking how the businessperson will break through the crowd. Standing out as an individual can create a perception of you as a persona rather than a human being. But the upside of this is getting your personal branding (and, in my case, my employer branding too) front and centre, whether people like you for it or not.
This clarity brings benefits to you personally and to your business by promoting:
- Stronger Culture – Leadership isn’t about being popular (although you don’t have to be a dragon either!). It’s about clarity. Honest, transparent leadership nurtures trust and collaboration. Your team members know what you stand for and can rally behind it.
- Clear Expectations – Ambiguity and being wishy-washy breeds frustration. On the other hand, when you lead with conviction, your staff, clients, and suppliers know exactly where they stand. This saves time and energy for everyone involved.
- Better Relationships – Standing firm on your values attracts the right candidates and clients. Those who align with your vision will respect you for it. And your team will follow suit.
LESSONS LEARNED
Yes, I’ve made mistakes, but thankfully not many. But every decision I’ve made has been guided by instinct and authenticity. And there’s never been a day I didn’t want to get up and go to work, even if it meant freezing on a marquee site during an overnight setup!
Some people might see me as unrelenting. But the way I’ve stood out has shaped my career, my team’s culture, and my clients’ loyalty. It’s what allows me to deliver the events my name is synonymous with.
WHAT DO YOU STAND FOR?
Are you playing it safe or taking risks that set you apart? I’d love to hear how you’ve stepped out of your comfort zone and into your standout zone – or what’s holding you back.
Interested in leadership consultation or business mentoring? Get in touch at:
Tel: 0161 876 6266 Email: liz@liz-taylor-consulting.co.uk or find me LIZ TAYLOR