Everyone wants Liquid Death’s results. No one wants to follow their example.

Every other post I see from a recruiter, CCO or ECD is the same:

“Looking for a kick-ass team! Must have experience in [insert category here].”

Do you know what the Liquid Death team didn’t have experience in?

I’ll give you a clue; it’s what they’re selling right now and crushing.

They didn’t know water. They didn’t want to know water. They actively ran the opposite direction from water campaigns. And you know how that turned out. You have over $1.4 billion reasons to copy that example.

But apparently, that’s not enough.

It’s kinda ridiculous to praise a company for being so successful then doing exactly the opposite of how they did it.

So, a little advice.

You’re in luxury travel? Hire people who’ve never touched it. Fast food? Run away from teams with it in their books. Launching a new brand? Maybe a team that’s never launched one will have a completely different way to do it and break through the clutter.

Zig when others zag is a mantra so many people spew, but few embrace.

I’m a zigger. I know several ziggers. We get really excited working in a brand new space because we don’t know the restrictions, the do’s and don’ts, or any of the baggage.

You want results? You want breakthrough. Hire a zigger, not a been-there-done-that. Can I get an amen Andy Pearson? (You can whisper it to yourself).

#recruiting #toughadvice #breakthrough #liquiddeath
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