I recently had the chance to hear Stan Phelps speak at our amazing conference back in March, and there was one message that really hit home for me:
“Lean into your differences.”
He called it Lopsiding. The idea that your quirks, faults, or unusual traits aren’t weaknesses to hide. They’re assets to embrace. Mostly everyone’s trying to look polished, perfect and professional… being a little lopsided might just be your biggest strength.
Stan told a cracking story about a cinema chain that got a bad review online. Someone left a petty complaint about their experience — something small, something easily ignored. But instead of trying to sweep it under the carpet or ask the platform to remove it, the cinema leaned into it. They owned it. They used it as part of their marketing.
And you know what? It worked. It made them real, relatable, and remembered.
Why this matters in business today
Let’s be honest, people are tired of perfect. Authenticity is what cuts through the noise. And when you show up as you are, not as you think you should be, people connect with that. At Asentiv we call this your ECC
They trust you more.
They remember you more.
And that trust leads to business.
How “Lopsiding” fits with Referral Marketing
This concept is even more powerful when you look at it through the lens of Referral Marketing and Strategic Partnerships.
Referral Marketing is about relationships. It’s built on trust, connection, and human behaviour. Your strategic partners aren’t referring you because you’re flawless. No, they’re referring you because they know who you are, and they believe in you.
When you lean into your differences, embrace your quirks and show the human side of your business, it gives your partners a story to tell. And in Referral Marketing, stories are gold.
Think about it:
“Alvin’s not your typical business consultant. He doesn’t talk fluff. He calls things straight, speaks with experience, and actually helps you win real business.”
That’s a lopsided message — and that’s exactly why it sticks.
So here’s the message…
Stop trying to be perfect. Be you.
The bits that make you stand out? Flaunt them.
The bits you think are faults? They might just be your biggest advantage.
Because in Referral Marketing, people don’t refer the best business… they refer the most real one.
And when you own your difference you make it easier for others to talk about you, trust you, and refer you.
So, what’s your Lopside? Let us know in the comments below…
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