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The Rebel Rules
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In the 1960s, rebels staged revolutions to try and change the world, Today, the rebel entrepreneurs who start new companies that break the established rules are the folk heroes of the business world.
Why are business rebels so likeable? Mainly because everyone realizes we live in a time of ongoing rapid change, and daring leaders who are prepared to take risks and break all the rules are our barometer to a brighter future an a better way of getting things done. In other words, business rebels illustrate the fact that you can be yourself in business and still succeed—you don't necessarily have to conform and do what everyone else has done in the past.
Business rebels who succeed in standing their ground against the voice of conventional wisdom have four personality traits in common:
In the years ahead, those who use the old rule books are going to be increasingly left behind as the world rapidly evolves around them. To succeed and hopefully excel, everyone is going to need to become a business rebel to one degree or another.
Rebels make the complex simple and believable. They imagine the future and then articulate vividly what they see in today's terminology so others can get involved as well. That vision provides rebels with all the guidance they need to know what to do and in which direction to move.
A successful business rebel also generates an organization full of people who buy into their vision. Of necessity, that type of organization will always be quite experimental while people find out what their specific part should be. But above all, the vision will resonate with and inspire everyone involved.
How to Communicate a Rebel Vision
Rebels frequently use three（or more）different methods to communicate their vision:
■ Visual images
They create a simple visual icon that can be used to illustrate and exemplify what the vision is all about. Good and memorable visual icons:
May come from pivotal events in the organization's past
Incorporate industry-specific objects and shapes
Build on heritage icons and images
For example, the service industry commonly uses a heart as a visual icon. Coca-Cola has a unique bottle shape everyone is familiar with. These themes can be integrated into simple graphics that explain the vision. Since people are already familiar with one element of the graphic, they understand how the vision builds on something they already know to achieve something new and impressive.
■ Verbal descriptions
A memorable story is a highly effective way to communicate the vision statement. Hand in hand with that story, most rebel organizations also develop their own vocabulary—words that align precisely with the intention and direction of the vision. Working in tandem, a motivational story and a new business vocabulary can play a large part in creating and sustaining the kind of corporate culture that will sustain the effort to realize the larger vision.
For example, Sam Walton used story telling exceptionally well in the early days of Wal-Mart. When it became impossible for him to visit the group's 3,000 stores in person regularly, he started a Saturday morning meeting transmitted by satellite to stores around the world. These meetings were opportunities for him to tell stories about successes, explain goals, articulate the vision and plan strategies for attacking the competition.
■ An inspirational catch phrase
Since most people tend to prefer conciseness, business rebels always try to find one word or phrase that encapsulates their philosophy and vision. They then use that phrase consistently every time they meet with others to drive home the importance of the vision.
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