Change to Strange: Create a Great Organization by Building a Strange Workforce, by Daniel M. Cable (Wharton School Publishing, £15.99)

What’s wrong with normal?

Nothing if you’re looking for a boyfriend, but in business you need strange, ie, extraordinary, people to be noticed by customers.

Customers notice rude people too

Yes, but they won’t recommend your company to their friends. What you need are obsessives.

So you met my last date?

No, I mean employees who obsess about the little things that customers care about. It’s your company’s “special sauce” that a competitor can’t emulate.

Where can I hire this magic gravy?

You should already have some weirdos on board. Find out what they have to obsess about and convince them to go to it.

It all sounds rather fuzzy

That’s because I haven’t got to step two: you need data to measure all your “what makes us special” theories against.

There’s a step three?

Sure is. And four.

Should I read this book?

Not if you don’t have time. The author has included a flow chart for tight people with a plane to catch.

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