One of the joys of marketing is that I get to work with and meet some extraordinary people. A graphic designer who I have known for years, Jeff Lawson from Cowan Studios told me about a new business he and I friend were creating. Called Perfectly Afflicted, the business was part of the portfolio of ways that Jeff’s friend Chris Hendricks lives in the world. How do you define normal? This is part of the mission Chris and Jeff are exploring.
Defining Normal
Diagnosed with cerebral palsy as a child, Chris had some difficult times growing up with the taunting and doubt that came from children in his school. Different is never easy and some children can be exceptionally mean-spirited. As Chris went to college, he started to realize that instead of cowering in fear, he needed to stand up and celebrate who he was and not run from it. With determination, he embraced all of his fears and difficult childhood memories. Chris decide to celebrate his life, not to live in fear or shame.
So, I decided to try a personal social experiment. I was going to be completely out spoken, even if on the inside I was a nervous wreck. To my surprise the more I embraced the things I once saw as shortcomings, the more they became my footprint on the world. As it turns out, my condition made me a memory hard to forget. This simple truth led to my vision of success in college and beyond in everything from music, to public speaking to personal relationships. I soon understood that a tremendous amount of potential could be uncovered if people simply stopped apologizing for who they are, and instead, celebrated who they are.
From the Perfectly Afflicted website
Jeff and Chris recently launched a business to sell apparel with provocative messages celebrating life and poking fun at normal. Thus, Perfectly Afflicted was born. Perfectly Afflicted strives to create, generate and instill positive self-esteem in others while simultaneously breaking down prejudice. We will always stand for the acceptance of individuality and rejection of ignorance by uncovering the aspirations and love of those we empower. At the core of all Chris’ work is a huge heart and passion for helping others. Funds from their venture will go to anti-bullying campaigns.
BU – Everyone Else is Taken
What a remarkable life and marketing lesson from Chris’ example. Be who you are – find differentiation in your unique way of being the world. Consumers crave real, authentic and unpackaged. Chris is the real deal.
Listen to Chris sing the classic Dylan song from 1997, Make You Feel My Love, and check out their extraordinary t-shirts with phrases like Define Normal, Love Out Loud, BU Everyone Else is Taken.
How do you define normal?
I coach start-up entrepreneurs, existing small and mid-sized business to help them unravel the mysteries of marketing. Need help, let’s talk.
