How would you succeed in your career if you were competing against the glamorous, the talented, the gorgeous Beyoncé?
And how would handle yourself if you also had Mariah Carey (the voice of a generation) and Alicia Keys (the Grammy decorated virtuoso) to contend with?
Tell me – what do you do when you’re facing crushing competition?
The Most Competitive Industry In The World
The entertainment business is awesome because it is so welcoming to newcomers. There are thousands of college grads flooding our doors every year with energy and new ideas. And right next to them are the middle aged, idealistic unknowns looking to join us in making TV/music/movie magic.
On the other hand, the entertainment industry is awful because it is so welcoming to newcomers. How can you, an established professional, maintain your position when there are so many green recruits vying to take it away?
Never mind the wannabees and hucksters pretending to posses more skills then what they really have. The industry also attracts the brightest, most passionate, most talented people in the world. A bunch of Beyoncés!
How do you win in a crowd like that?
Learn From the Rise and Fall (and Rise) of Mary J. Blige
R&B star Mary J. Blige practically invented Hip-Hop Soul in the 90s, and enjoyed instant success through the new sub-genre. However, it wasn’t long before her reign as the queen of the category was stomped over by a parade of pretty challengers.
Mariah Carey switched over to the urban sound in the late 90s and sold 5 million copies of "Butterfly" to her new audience. Already a huge pop sensation, Mariah managed to overshadow Mary in the smaller urban pool.
Then along came Alicia Keys, playing the piano and singing her way into the hearts of critics and fans with her debut album. Alicia was crowned the new heir before her second album even dropped.
Then Beyoncé went solo in 2003, becoming a worldwide phenomenon. She snatched the "Diva Of All Divas" title and hasn’t given it back since.
That same year Mary J. delivered her first flop, the "Love & Life" album. The singles performed so poorly on the radio charts, you’re sure to hear the song titles as trivia questions on a game show some day.
Two years later Ms. Blige bounced back with a multi-platinum album, "The Breakthrough" and was honored with eight Grammy nominations. Now Mary is loved by fans, young and old, mainstream and urban, and most important, she is no longer mentioned in the same sentence as Beyoncé, Alicia, or Mariah.
What happened? How did Mary win in such a competitive space, and how can you imitate her in your career?
Be Unique and Succeed
Mary won by being unique.
She carved out her own space in music, where she competes with only herself.
Like no other artist in the game, Mary bared her soul to the press, getting real about suffering abuse as a child, witnessing her mother in a broken relationship, and repeating the failed pattern in her own love life.
Mary bonded with her fans like no other R&B singer by being more honest than any R&B singer. Though others easily copied her original formula of singing soul over Hip-Hop tracks, no one will dare let people into their personal drama like Mary has.
In your career, in order to win, you must discover your unique story and broadcast it to the world. What can you do that no one else can? What are you willing to do that others would be scared to?
Most people will tell you that to be successful you must simply be the best. However, as Mary knows, "best" is a moving target. It’s a position that can’t be sustained.
Besides, how can you hope to dance better than Beyoncé, play music better than Alicia, or sing better than Mariah? Being the best is a loser’s game.
Your goal should be to stand out as "one of a kind" in the entertainment industry. There should be no one else who has your unique mix of skills or your particular insight.
Practice the Magic of Rare
If you fearlessly communicate your unique value you will see something special happen in your career. Unique people are worth talking about, and you’ll find your story spreading without you even trying.
Every costume designer can dress a character, but to be rare you would have to know how to negotiate product placement deals with designers without a producer being involved.
Every tour manager can plan a bus route, but to be rare you would have to be a medic who can deal with small medical emergencies and illnesses without stopping at a hospital.
In my own career, I’ve found success by amplifiying my intersecting love of music, writing, and direct marketing. The next stop for me? I’m learning Java and Russian. I would tell you why, but I don’t want competition 
.
See what I’m getting at?
If you practice the magic of rare, instead of your resume getting lost in a shuffle of papers in a gatekeeper’s inbox, you’ll find that people will begin pitching you their best opportunities.
You’ll have the pick of the most interesting projects and work with the most talented people.
Oh yeah, and just like all rare things, people will pay a premium for your skill.
Be Different, Not Strange
Now, before you go overboard with flying your freak flag, understand that your career goal shouldn’t be to come off to others as over the top.
Yes, being strange will earn you attention in the your circle, and many people in our business use it, but it won’t help your career in the long term.
Mary J. Blige’s remarkable personal story acts as therapy for her fans who are struggling through life. If Mary revealed all her scars just for the shock value she would have the same fleeting fame as a reality show star.
Like Mary, you should aim to stand out in a way that’s useful. That’s the big difference.
You Already Have What You Need To Win
Here’s the good news. As a uniquely endowed person on this earth, you already have what you need to stand out in a room full of Beyoncés.
Yes, you should sharpen your industry standard abilities to be as effective as you can. However, starting today, look around at others in your field and consider what you already have that makes you different.
Then, next time a potential employer, or client, or partner asks you to explain why you’d be perfect for their project, emphasize what makes you different, not what makes you better.
