READ TIME: 2 MINUTES
ISSUE: #001
Welcome to the first issue of The Microcelebrity!
Today, I’m sharing how I overcame the challenge of choosing the one area where I could truly make an impact—and how embracing my neuropsychology expertise led to a unique strategy that turned heads in corporate HR.
Grab your chai, sit back, and let’s dive into the Zig-Zag-Zoom Approach.
🎢 My Struggle: Choosing My Niche
Let me take you back to when I was just another recruiter and trainer (yawn) trying to stand out in the crowded HR consulting space. I followed the herd:
- Formal branding: Black-and-blue logos.
- Stuffy networking events: Handshakes and forced small talk.
- Bland emails: Copy-paste professionalism.
Result? Miserable failure.
I realized my approach needed to reflect my unique expertise and personality. So, I leaned into what I knew best: how the brain pays attention to the unexpected.
🚀 Enter: The Zig-Zag-Zoom Approach
Here’s the formula:
-
Zig: Study the Norms
I became a detective, analyzing competitors' polished emails, muted colors, and corporate jargon. Patterns emerged. -
Zag: Break the Habituation
Our brains tune out the familiar—a process called habituation. It happens to us all the time, with scents (a person can't smell their own body order) and sounds (the clanking in the air conditioning). To stand out, you need to disrupt expectations and snap the brain out of its autopilot. -
Zoom: Do the Opposite
I flipped the script:- Rebranded with bold saffron yellow, navy blue, and bright red accents.
- Mailed contacts colorful handwritten birthday cards filled with humor and warmth.
- Created a vibrant magazine (Human Resource Toolkit) sent to over 2,000 industry leaders.
Suddenly, I wasn’t “just another consultant.” I was the one bold enough to be different.
🧠Your Action Plan: Start Your Zig-Zag-Zoom
- Observe your industry’s norms. Use this checklist: 🗒️ The Zig-Zag-Zoom Checklist
- Apply one or two “opposites” to your branding or communication.
Why this works:
Challenging norms activates the brain’s Reticular Activating System (RAS)—making you impossible to ignore.
I’m now expanding into a new domain from sub-zero: no audience, no online presence, no brand association. I’ll be using this exact Zig-Zag-Zoom approach to build out my new brand's foundation.
Want to watch my progress? Subscribe to The Microcelebrity for updates straight to your inbox. Don't miss out on the journey!
Until then, keep zigging, zagging, and zooming to create a humanly impossible-to-ignore personal brand!
🌟 Stay Magnetic
