Revolutionary

Another One-Word Equity is being Revolutionary (see Consistency for One-Word Equity intro).

Zappos, Napster, Starbucks, Walt Disney and Apple are revolutionary. They went against the status quo by being different and changed their industry forever. Small companies who focused on selling tacos, hamburgers, cupcakes and yogurt as their main product really took the idea of "do common things uncommonly well" to a new height. Naysayers would label these trailblazers as "fads" and dismiss their longevity but they've taken significant market share away from big companies.

Next trend is for the Service Industry to be revolutionary about their Service. Differentiate yourself by providing hospitality excellence regardless of your market segment. Imagine if Burger Priest adopted the Four Seasons' philosophy of high-touch service instead of solely on speed. Or a self-serve gas station who’d pleasantly surprise their customer with full-service when it's snowing and minus 20.

Revolt about things that matter to your customer, not the things that only matter to your bottom line.