In a world that often values conformity and playing by the rules, "Rare Breed" by Sunny Bonnell offers a refreshing perspective on success. This book celebrates the unconventional, the rebels, and the misfits who dare to be different. It argues that the very traits society often labels as vices can be your greatest virtues and the key to standing out in a crowded marketplace.
Bonnell, along with her business partner Ashleigh Hansberger, draws from their experiences as audacious entrepreneurs to show why sticking to the straight and narrow path can be a dead end. Instead, they encourage readers to embrace their quirks, idiosyncrasies, and so-called imperfections as their most valuable assets.
"Rare Breed" is not just another business guide filled with rigid prescriptions for success. It's a toast to being different, a celebration of the individual, and a roadmap for those who want to rise to the top without losing their personal charm. Through real-world examples and entertaining anecdotes, the book demonstrates how rebellious defiance of norms can open new paths to success.
The Power of Rebellion
Breaking the Mold
One of the central themes of "Rare Breed" is the power of strategic rebellion. The book argues that defying norms can often lead to unexpected success. To illustrate this point, Bonnell shares the story of the Pulaski Academy Bruins, a high school football team that decided to break one of the most fundamental rules of the game: they never punt.
In 2009, the team's coach, Kevin Kelley, analyzed three years' worth of game statistics and made a bold decision. Instead of following the conventional wisdom that dictates punting on fourth down, the Bruins would always go for it. This unconventional strategy caught other teams off guard, and the results were astounding. By 2018, the Bruins had racked up an impressive record, including seven state championships.
This story serves as a powerful metaphor for the book's central message: sometimes, the best way to succeed is to ignore the established rules and forge your own path.
Strategic Rule-Breaking
However, "Rare Breed" doesn't advocate for mindless rebellion. The key, according to Bonnell, is to break rules strategically. This involves three steps:
- Identify which rules you want to break and why
- Think through what you're going to do differently
- Consider the potential consequences of your actions
By following this process, you're not just blindly smashing norms, but creating your own conventions that can lead to innovative solutions and unexpected success.
The book provides another compelling example of strategic rule-breaking with the story of Matt Scanlan and his company, Naadam. Scanlan set out to disrupt the exploitative Mongolian wool industry by breaking the old model that relied on dozens of middlemen. Instead, he established a new system to pay herders directly. The result? Naadam can offer high-quality cashmere at a lower cost, while Mongolian herders earn up to 50 percent more.
These stories illustrate how breaking rules can lead to win-win situations, benefiting both the rule-breaker and others involved in the process.
The Audacity to Dream Big
Embracing Ambition
"Rare Breed" emphasizes the importance of having an audacious spirit when pursuing your goals. The book argues that often, the biggest barrier to success is our own inability to think big enough. We become so focused on our limitations and potential obstacles that we curtail our vision before we even start.
To illustrate this point, Bonnell shares her own experience with her company, Motto. In 2007, she and her partner Ashleigh Hansberger had a disastrous pitch at a start-up competition. Instead of giving up, they stayed up all night, regrouped, and delivered a ferocious comeback pitch the next day. This gutsy move won them the competition and taught them a valuable lesson about persistence and audacity.
The book encourages readers to adopt a more courageous, spirited, and eager attitude in their pursuits. It suggests asking yourself, "What would I do if nothing was holding me back?" This simple exercise can help reframe your thinking, opening your mind to new possibilities instead of focusing on obstacles.
The Impossible Burger
To further drive home the point about audacious thinking, "Rare Breed" tells the story of Patrick Brown, founder of Impossible Foods. For years, people told Brown that creating a vegetarian burger that even carnivores would love was impossible. But Brown was undaunted. He persisted, trying and testing dozens of recipes until he hit upon the right mix of proteins and pigments to create the Impossible Burger. Today, this veggie alternative is enjoyed in thousands of restaurants worldwide.
This story serves as a powerful reminder that what seems impossible at first can become reality with enough determination and audacity.
The Impossibility Airbag
While encouraging audacious thinking, "Rare Breed" also acknowledges that not every bold plan will succeed. That's why Bonnell introduces the concept of an "impossibility airbag" - a personal safety net that can help you land if things don't work out as planned. This could include extra cash, a support network of mentors and friends, or a backup plan.
The key message here is that having this safety net allows you to dream bigger and take more risks, knowing you have something to fall back on if needed.
The Value of Obsession
Beyond 10,000 Hours
"Rare Breed" challenges the popular notion, popularized by Malcolm Gladwell, that it takes 10,000 hours of practice to become a master at something. Citing the original research Gladwell based his claim on, Bonnell points out that for world-class classical musicians, the actual number is closer to 25,000 hours. That's about three hours of grueling practice every day for 20 years straight.
This revelation serves to underscore one of the book's key messages: true excellence requires more than just dedication - it requires obsession.
Defining Obsession
But what does it mean to be obsessed? According to "Rare Breed," obsession means being so focused on attaining your desired outcome that you'll keep pushing well beyond the average person's limits. The book provides several examples of this level of commitment:
- Prince doing a three-hour sound check before each show
- Kobe Bryant waking up at 4 a.m. to practice shooting before dawn
- Marie Curie continuing to work in her lab even as radiation made her sick
These stories illustrate that reaching the pinnacle of success often requires a level of dedication that might seem extreme to others.
Finding Your Obsession
The book argues that the best way to foster an obsessive outlook is to find a goal that you truly love. Whether you're trying to master an instrument, write the perfect novel, or get your start-up off the ground, you need to believe in your mission enough to sacrifice for it. If you don't love your goal more than you love clocking out early or sleeping in, you'll never dedicate the appropriate amount of time and effort to achieving it.
To illustrate this point, "Rare Breed" tells the story of Jiro Ono, the 93-year-old sushi master featured in the documentary "Jiro Dreams of Sushi." Ono has dedicated his entire life to perfecting the art of sushi-making. His apprentices train for 12 years, often spending weeks on the same task, to master each step of the sushi-making process. This level of dedication and obsession has made Ono's tiny restaurant one of the most renowned sushi establishments in the world.
Balancing Obsession
While championing the power of obsession, "Rare Breed" also acknowledges the need for balance. The book advises readers not to let the rest of their lives fall apart in pursuit of their goals. It emphasizes the importance of staying healthy, keeping your workspace clean, and maintaining connections with friends and family. After all, an organized environment and a robust support network can make reaching your goals that much easier.
Pursuing Your Passion
The Anthony Bourdain Effect
"Rare Breed" uses the example of Anthony Bourdain to illustrate the power of pursuing your passion. When Bourdain passed away in 2018, there was an outpouring of emotion from fans around the world. The book argues that this reaction was due to Bourdain's unwavering commitment to following his passion for food and travel.
For decades, Bourdain's hot-blooded passion for culinary adventures inspired hit shows, best-selling books, and countless fans who embarked on their own gastronomic journeys. His story serves as a powerful reminder of how impactful a life driven by passion can be.
The Alternative to Settling
The book contrasts Bourdain's passion-driven life with the all-too-common scenario of people settling into careers they can barely tolerate. Instead of striving for jobs that satisfy the soul, many opt for positions that are safe and reliable. The result, according to "Rare Breed," is a dull, dead-end existence where people just wait for the weekend, only to spend it dreading Monday.
To avoid this trap, the book encourages readers to forego caution and pursue an invigorating life driven by their passions.
Sarah Marquis: Walking Her Own Path
To further illustrate this point, "Rare Breed" tells the story of Sarah Marquis. From a young age, Marquis had a love for adventure. Rather than suppressing this wild side, she embraced it and dedicated her life to long-distance walking. In 2010, she embarked on an incredible 12,500-mile trek from Siberia to Australia. This journey earned her the title of National Geographic's Adventurer of the Year and launched a new career writing memoirs of her travels.
Marquis's story demonstrates how following your passion, no matter how unconventional it may seem, can lead to extraordinary achievements and a fulfilling life.
Finding Your Passion
For those who don't immediately know their passion, "Rare Breed" offers some advice: say yes to every opportunity. The book encourages readers not to shy away from trying new things, even if they don't immediately appeal.
To illustrate this point, Bonnell shares the story of Danny Bonnell. As a young soldier, he was offered a chance to sing in a USO show. Despite his hesitation, he took the opportunity and discovered a talent and passion for performing that led to a long and successful career he never previously imagined.
The key takeaway here is that passion often reveals itself through experience, so it's crucial to remain open to new opportunities.
Channeling Emotion into Work
"Rare Breed" also emphasizes the importance of letting the emotions awakened by your passion fuel your work. Whether it's joy, frustration, or anger, the book suggests channeling that energy back into your pursuits. This emotional investment, according to Bonnell, can be a powerful driver of success.
Embracing Your Weirdness
The Red Sneakers Effect
One of the most intriguing concepts introduced in "Rare Breed" is the "Red Sneakers Effect." This refers to a 2013 study from the Journal of Consumer Research which found that people who flout strict dress codes with their own personal style are often viewed as more competent and valuable.
This finding supports one of the book's central arguments: being weird can be a real asset. In a world where conformity is the norm, embracing your quirks can help you stand out and make a lasting impression.
Celebrating Eccentricity
To illustrate this point, "Rare Breed" points to successful celebrities known for their eccentricities, such as Tim Burton, David Bowie, Andy Warhol, and Salvador Dalí. These individuals didn't just accept their quirks; they celebrated them, turning their unique perspectives into distinctive artistic styles that captivated audiences worldwide.
The book argues that embracing your quirks shows not only that you have something unique to offer but also that you're confident enough to stand by your curious self.
Weird Business is Good Business
"Rare Breed" also makes a case for the business value of weirdness. In an oversaturated consumer market, standing out by offering unique products or services can be a powerful differentiator. The book shares the example of Prohibition Bakery, a small shop that dominated New York City's competitive confectionery scene by serving up bizarre cupcake flavors with a boozy twist. Their unconventional approach - offering flavors like Scotch and Cigar instead of vanilla - helped them carve out a unique niche in a crowded market.
Tapping into Your Weirdness
For readers looking to tap into their own source of weirdness, "Rare Breed" offers some strategic advice:
- Consider what you do well, but also what you do differently.
- Be upfront about your oddities - you may find others on the same wavelength.
- Try applying your unique skills and knowledge in unexpected places.
The book encourages readers to think of their peculiarities not as flaws to be hidden, but as potential sources of innovation and differentiation.
The Art of Persuasion
The Magic of Charisma
"Rare Breed" dedicates a significant portion to discussing the importance of charisma and persuasion in achieving success. The book uses the example of magician David Copperfield's famous Statue of Liberty disappearing act to illustrate the power of capturing an audience's imagination.
While Copperfield didn't actually make the statue vanish, his dramatic flair and ability to create the right mindset in his audience made them briefly believe the impossible. This anecdote serves as a metaphor for the book's message about the importance of charismatic persuasion in any field.
The Myth of the Lone Genius
The book challenges the popular myth of the lone genius, arguing that no one achieves anything significant without the support of others. Whether you're a salesperson, a start-up founder, or even a magician, your success depends on your ability to win over your audience.
The Three Traits of Charismatic Individuals
Drawing from a study by psychologists at Claremont McKenna College, "Rare Breed" identifies three essential traits of charismatic individuals:
- They are expressive in their emotions.
- They are sensitive to the moods and desires of others.
- They can adapt their tone to resonate with their audience.
These traits underscore the book's argument that persuasion is a collaborative art, not a one-way street.
Learning from the Masters
To illustrate effective persuasion, "Rare Breed" points to examples like Barack Obama and Steve Jobs. Obama's ability to make each listener feel part of something bigger, and Jobs' knack for speaking in grand terms about changing the world, demonstrate how powerful speakers make their audience feel important and involved.
Developing Your Persuasive Skills
For those looking to develop their own persuasive abilities, the book offers practical advice:
- Take every chance to charm others - go to job interviews, deliver talks, or try open mic nights.
- Focus on connecting with your audience rather than just delivering information.
- Tell a story instead of just giving a speech.
- Lead with a good hook to capture attention.
- Speak with a confident, honest tone that lets your personality and emotion shine through.
The key message here is that effective persuasion is about making a genuine connection, not just presenting facts or arguments.
The Power of Emotion
Mr. Rogers Saves PBS
One of the most compelling stories in "Rare Breed" is about Fred Rogers, better known as Mr. Rogers, saving PBS from budget cuts in 1969. Instead of presenting facts and figures to the Senate, Rogers spoke from the heart about the joy public television brings to viewers young and old. His emotional approach moved even the toughest senators, securing funding for the station.
This anecdote serves as a powerful illustration of the book's argument that emotions, empathy, and sincerity are strengths, not weaknesses, especially in professional settings.
The Highly Sensitive Leader
"Rare Breed" challenges the common notion that effective leaders must be stoic and unemotional. The book cites psychologist Elaine Aron's research on "highly sensitive people" - individuals who feel their emotions particularly strongly. Contrary to what many might expect, Aron found that these highly sensitive individuals often make for highly effective leaders.
According to the research, highly sensitive people tend to be:
- More intuitive
- More creative
- Better at understanding the needs of others
- More capable of inspiring those around them
- More adept at smoothing over disruptive conflicts
These findings support the book's argument that emotional sensitivity can be a valuable asset in leadership roles.
Empathy in Business
To further illustrate the power of emotion in business, "Rare Breed" points to leaders known for their empathetic approach. One example is Howard Schultz, the CEO of Starbucks, who is famous for treating business partners like family. Schultz often writes personal emails to stakeholders, always closing with the phrase, "Onward with love." The book argues that this personal touch, as much as the quality of the coffee, keeps people coming back to Starbucks.
Embracing Authenticity
"Rare Breed" encourages readers to bring more of their personal life into their professional sphere. The book advocates for sincerity and directness, suggesting that treating everyone - from clients to colleagues - as real people with real feelings can be liberating and effective.
This approach aligns with the book's overall message of embracing what makes you unique, even if it goes against conventional wisdom about professional behavior.
Conclusion: Embracing Your Inner Rare Breed
As "Rare Breed" draws to a close, it reinforces its central message: many of the personal qualities we're taught to suppress or view as harmful can actually be our greatest strengths. The book encourages readers to see their perceived vices as potential virtues:
- Rebelliousness can lead to innovation
- Audacity can help you dream bigger and achieve more
- Obsession, when channeled properly, can drive excellence
- Following your passion can lead to a more fulfilling life
- Embracing your weirdness can help you stand out in a crowded market
- Emotional sensitivity can make you a more effective leader and communicator
The book's final message is a call to action for readers to apply these insights in their own lives. It encourages them to identify their unique characteristics and find ways to apply them strategically in their personal and professional lives.
"Rare Breed" is not just a guide for success; it's a manifesto for living authentically. It challenges readers to stop trying to fit into a mold created by others and instead celebrate what makes them different. By doing so, the book argues, you can forge your own path, connect with others in meaningful ways, and achieve success on your own terms.
In a world that often values conformity, "Rare Breed" stands as a powerful reminder that it's the misfits, the rebels, and the square pegs in round holes who often drive progress and change the world. It encourages each reader to embrace their inner "rare breed" and use their unique qualities as a springboard to success and fulfillment.
Ultimately, "Rare Breed" is a celebration of individuality and a roadmap for turning what society might see as weaknesses into your greatest strengths. It's a guide for those who want to succeed not in spite of who they are, but because of who they are.