It’s 5:30pm at Grand Central Station. It’s buzzing with energy and it’s the type of energy that makes you feel an odd combination of anxious, on edge, and alive. What is everyone doing? Moving, talking, rushing, pushing, hurrying, worrying, and texting.

Last month, I was in Grand Central Station at 5:30pm. I was early for my train. I stood still, near the East stairs, observing the chaos. Immediately upon stopping, I felt weird. I felt out of place. I felt self-conscious. I felt moved to continue walking, pretend I was going somewhere, then stop and turn around and waste time waiting for my train. It appeared as if everyone felt the same as me though. I got awkward glances, worried faces, and surprised eyes looking at me as they scurried past.

“What is this girl doing standing still?”, the eyes said.

After all, I am in Grand Central, for crying out loud.

Fascinating. The fact that me, standing still amidst chaos and movement, caused more attention (it appeared) than the people who scurried the fastest.

Apply this to business and marketing.

We are all grabbing for the biggest market share, trying to lure the same customers. (Unless you’re doing as Chris Brogan said and are marketing to the market that isn’t even there yet, which I do hope a lot of you are.)

How then, are we to get noticed?

Be still. Stand still. Make no movement.

Do not confuse this with “do not make progressions”. “Don’t innovate”. “Don’t compete”.

What I mean to say is that sometimes, your business and your marketing can succeed in a non-linear manner. Stand your ground. Make your company ubiquitous so those who need you know where to find you. Position your brand so that when I need green and you’re company offers green, I don’t think green, blue, and red all at once. Follow?

Standing still helps your customers.

How? If your audience has to sift through your message to get to the core, you’re good as dead. Either they’ve left your site, are confused, or they don’t need you anymore. Solution? Let them stare at you dead on, naked, and in the raw. They’ll get what they need and be happy about it too.

Standing still empowers consumers.

How? Waving your hands in front of their face makes them want to push you aside and get you out of their face. Solution? Realize that your market is smarter than you think, and give them credit for being intelligent humans who make smart decisions. Don’t be a catalyst for making your consumers numb to your message.

There will always be chaos in Grand Central Station. The anomaly is the odd man out, who always stands out.

So whatever you do, do it with purpose. More importantly, whatever you don’t do, do it with purpose.

Photo via esterese