The Rule of One

Curly from City Slickers gives the finger.

There’s a great scene in City Slickers between Mitch (Billy Crystal) and Curly (Jack Palance) that manages to communicate the meaning of life in 5 lines of dialogue. It’s come to be known as “Curly’s Law.”

Curly: Do you know what the secret of life is? [points index finger skyward] This.

Mitch: Your finger?

Curly: One thing. Just one thing. You stick to that and the rest don’t mean shit.

Mitch: But, what is the “one thing?”

Curly: [smiles and points his finger at Mitch] That’s what you have to find out.

In my 25 years in the brand game I've seen and learned a lot. Seen brands built from nothing become household names. Watched as David beat Golith. And watched in horror as the biggest brands went the way of the blackberry. I've helped brands with their strategy, storytelling and marketing. But somewhere along the way something changed. People got distracted. Really distracted. So, when no one has time to hear the complete story of your brand, you need to focus on “just one thing.” The thing that makes your brand better than any of the others.

SUPERLATIVE exists to help companies, brands, and people find out what makes them best. To look their best. Feel their best. Communicate their best. If you are a company, brand, or person who wants to stand out, let's work together to find that one thing. Because Curly would have wanted it that way...