Last week I attended the 2014 IHRSA Convention, where I got to know one of Holland-Mark’s longest standing clients, IHRSA. The annual IHRSA convention brings together those in the health and fitness industry to experience a vast array of speakers, instructional sessions, networking, and the most impressive trade show in the industry.

The convention included fantastic keynote speakers – all with a key message to break through the mold and stand out from the competition – whether you’re building your personal or business’ brand.

• How to Fascinate: From First Impressions to Lasting Value – Sally Hogshead
  Sally explained that we are living in an extremely competitive environment where we all struggle to distinguish ourselves. Not only do we have to stand out, we have to do so in 9 seconds. The attention span of our audience – be it your boss, a co-worker, a prospect or an investor – is the same as a goldfish! Luckily, there is distinctive value in everyone. Sally recommends that we focus on becoming more of who we are, not trying to change ourselves. She boldly stated, “you can’t be all things to all people or you will be nothing to everyone.”
• Disrupt: Sparking Business Transformation with Innovation – Luke Williams
  Luke describes disruptive thinking as a way of thinking that surprises the market with innovative solutions and unconventional strategies that leave competitors scrambling. Red Bull is an example of a company that entered a saturated market with an idea to be different. Instead of promoting Red Bull as an inexpensive, tasty, aspirational product – like all other sodas, Red Bull turned the market on its head by not just thinking outside the box, but redefining it. Red Bull positioned itself as an expensive energy drink, with a taste that had focus groups spitting it out, and has a functional purpose. To be successful and break the mold like Red Bull, “you need to think what no one else is thinking and do what no one else is doing,” says Luke.

The convention wrapped-up with Smash Mouth performing their 1999 hit – All Star. While immersed in the popular song from my early teenage years, I realized the chorus summed up the main ideas I’d been hearing at the conference – Only Shooting Stars Break the Mold.

So what does this mean for you? For starters, be you. Figure out what your greatest assets are and leverage them. By understanding what your strengths are and being willing to redefine the parameters, you or your business will be the shooting star that can break the mold.