# Whatever is Normal, Do the Exact Opposite

Published 2020-06-03 · Updated 2026-03-19 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/whatever-is-normal-do-the-exact-opposite

> It’s a simple relationship – normal gets normal results. Question everything and make two lists – one for the normal and one for the remarkable. Look at what’s normal in your industry and think about what you can do to become remarkable. Further, don’t break the rules. Make the rules. The Bananas have made their…

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It’s a simple relationship – normal gets normal results. Question everything and make two lists – one for the normal and one for the remarkable. Look at what’s normal in your industry and think about what you can do to become remarkable. Further, don’t break the rules. Make the rules. The Bananas have made their voicemail message so remarkable that customers want to be left on hold. Are you doing anything that gets that kind of result?

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