Do You Truly Exist?

We take it for granted that we exist, that our businesses and organisations exist.

We see ourselves in the mirror of our lives and the hive of activity that surrounds–People, customers and their interactions with us.

With the sting of pain or misfortune, we feel our existence acutely at that moment. We receive an endless hail of ads, bills, and notifications. Our attention is demanded at every turn. It’s happening to you, it’s happening to me, surely, we exist?

At times, the avalanche of noise gets so much, oh, do wish to vanish for a while, for that elusive peace.

We’ve heard it said, “I think, therefore I am”, and with that constant babble in our heads ensuring wherever we go, there we are, how could we possibly not exist?

Yet, as it turns out, our existence is not defined by self-recognition or even by being numbered among the living.

To exist means to stand out.

The Latin root existere, from which "exist" is derived, literally means "to stand out," "to step out," or "to stand forth."

It conveys a stepping out from a uniform background, being distinct from others, and having a unique identity.

By definition, not to stand out from others is not to exist. How can this be?

Camouflage blends us into the background, creating a disappearing effect to the observer. Camouflage–sameness–uniformity, obscures. It leads to disappearance. We cease to exist by being undifferentiated–by lacking sufficient contrast.

Though disappearing, or appearing not to exist, serves secrecy and covert aims, anything built on relationship or choice cannot survive without visibility.

Do you exist? Does your business or organisation exist?

In Understanding Michael Porter, Joan Magretta calls strategy “the antidote to competition.”

Competition is a race—a race for resources, revenue, attention, or approval.

In any race, the winners are few and the losers are many. A race by design eliminates.

If strategy really is the antidote to competition, then success or superior performance cannot come from being better in the same contest. As Magretta writes, “Competitive success does not come from being the best. It comes from competing to be unique.”

Superior performance begins with uniqueness, with stepping out and standing out.

It begins by existing.

Everything begins with existence. Out of “being” life flows–opportunity, perception, sensation and experience.

May you stand out.

May you exist.

As a business or organisation, may you seek the strategic design that serves to elevate you distinctly from the competition.