Last week I needed to mail a check. Yes, this sometimes still happens. I went to the drawer where our mailing paraphernalia lives and pulled out a sheet of stamps. And I paused. I was struck by just how artful, detailed and interesting the stamps were. Then my wife Dawn said, ‘Don’t use those. I bought those for Johann.’ (My son Johann is really into trains, as you can read about in Never Be Afraid To Ask For What You Want.)
As I examined the stamps in our Stampatorium, spending far more time engaging with them than I ever imagined I would, I realized the US Postal Service could teach a master class on creativity. Because they infused massive creativity into a space that required none.
The postal stamp has no reason to be cool or interesting. After all, its only job is to tell the Postal Service that the delivery fee has been paid. It could simply say PAID, and it would have met the minimum requirement. Heck, it doesn’t even need to do that. It could be a black square that you put on your white envelope and that would serve as a signal that the fee had been paid.
Pushing The Envelope
Instead, the US Postal Service has created an endless parade of tiny works of art to adorn our envelopes. They are ever-changing, covering every season, every category of honor and commemoration you can think of. And plenty that you would never have thought of. But don’t worry, the Director of Stampology at the USPS has spent a lot of time thinking about it for you.
As a result, stamps not only are interesting to look at, they often tell an interesting story, or teach a valuable lesson, within the bounds of a one-inch square. In fact, they do such a great job, that people collect them, trade them and sell them. In fact, my head high school track coach, Tom Jennings, had an entire business selling stamps, that all started with a stamp collection he had when he was a kid. And the only reason a kid starts collecting stamps is that stamps are cool and collectible.
The Big Question
The postal service saw an opportunity to turn a tiny, forgettable touchpoint into their hallmark. Which should inspire all of us to ask:
Which touchpoints could I turn into differentiators or signatures for my business or personal brand?
As the postal service has shown us, anything can become a signature element of our brand. Just look around. Find the most boring element within your brand, or within your personal ecosystem, and do something interesting and differentiating.
My Calling Card
Can’t think of anything? Call me at 614-256-2850. If I don’t pick up you’ll get my voicemail greeting which always has a non traditional message. In fact, people often text me and tell me they are about to call just to hear my voicemail greeting. Which means people call me who don’t even want to talk to me because I have made something boring interesting. You can do that too.
Find your special thing. The thing that didn’t have to be special. That usually isn’t. But that you made special. That thing will not only add joy, intrigue, or interest to others, it will make you more memorable.Which means that when opportunities come along, you will be thought of first.
*If you know someone who could benefit from this message, please share it with them.