THE BLACK SHEEP

Doing whats “expected” is a visceral reaction….
because it is nonsensical to follow the leader and expect to be a front runner. 

Company “A” comes out with a new product, and everyone follows.
Company “B” builds an app, and the race is on.
Company “C” advertises in a publication, and their competitor buys the back page.

Yes, there are certainly unavoidable industry advances that people need to pay attention to, (like a multiple listing service!!), but jumping off the bridge because the person in front of you does, is not a formula for success.  

It isn’t easy to separate yourself from the pack….
but it’s necessary in order to create a true identity.