One of the most memorable Inc. Magazine articles I've ever read was about the founding of Tommy Bahama. In short, three guys with successful careers started talking about the island lifestyle.

But not just talking about it. They literally created a character, Tommy Bahama, and invented stories about him, his career path, his sensibilities, his style. They created the persona -- what he was like, what he valued, what he wore.

Today we have the advantage of hindsight and recognize Tommy Bahama as a huge and successful brand. But at the time, weren't those guys a little silly? They were grown men. Wouldn't we view that kind of storytelling as odd or even immature?

Well, here's to silliness -- only I would call it sensible silliness. Why would we be surprised that people who lead unusually successful ventures sometimes do unusual things in the process?

Believe me, I have been presented with a lot of pretty wild business and marketing ideas over the years. But I'd rather have it that way than only talking with people who would be embarrassed to push the envelope.

Get a little crazy this week. Think about your business in ways that make you uncomfortable, maybe even silly. You might just stumble onto some real customer insights, competitive differences, or new partnerships. And you might find it makes more sense than you thought.

Labels: creativity, differentiation, management, marketing, planning, strategy