Donny Deutsch: Often Wrong, Never in Doubt

Often Wrong, Never in Doubt

Unleash the Business Rebel Within by Donny Deutsch

Donny Deutsch Book Cover

Source: Amazon.com

I’m trying to burn through my stack of library books and wanted to recommend one of my latest reads called Often Wrong, Never in Doubt: Unleash the Business Rebel Within by Donny Deutsch. Every time I go to the library I always bee-line to the Computer Science section first, quickly followed by Business (just like my pursuit of education, both in those fields). I don’t think there are a lot of new concepts in the book but the inside and back cover do a great job summarizing the key areas which I’ve included below.

“Why Not Me?” – It’s not a question. It is a philosophy to live by. It’s Donny Deutsch’s motto. And it is the secret possessed by every person with the right stuff.

Inside Cover

It’s not a question. It is a philosophy to live by. It’s Donny Deutsch’s motto. And it is the secret possessed by every person with the right stuff—the one-in-a-hundred who gets to the top of their team, their company, their business, their industry.

If there is an assignment or a promotion up for grabs, a client or account looking for new answers, do you know how to go for it? Donny Deutsch built a billion-dollar media business asking himself the basic question, “Why Not Me?” Once the reader asks—and answers—that question, a world of opportunity opens up. It is a tool to motivate people, build a business, and create a business culture.

Often Wrong, Never in Doubt is an inspirational book from one of America’s most colorful and exciting entrepreneurs. It’s Donny’s story. In a fun conversation with the reader, Donny lays out the core principles that propelled him to create tremendous wealth, build a huge and influential business, and become a national personality. Using inside stories of the media, the advertising industry, and a youth spent growing up on the streets of New York, Donny gives the commonsense bottom line that he has learned along the way, broken down into real, relevant, and inspiring lessons that will be useful to everyone from the front-line salesperson to the middle manager to the successful corporate executive. (It’s also a useful guide for dating.)

Back Cover: Key Concepts

SUCCESS

The key to success is not purely who’s the smartest, who’s the best, but also who can say with conviction, “I deserve it.” The entire concept is wrapped up in one phrase: Why not me? You can’t just say it, you’ve got to own it.

BEING A LEADER

The equation for successful advancement is entitlement plus self-branding.

HIRING

The real G-spot for turbo-creativity is the man or woman who hasn’t really accomplished breakthrough work yet. They are just almost there. There’s an extra level of anger, an extra level of passion, an extra level of need – they want their work to be that much better because they are on the line.

FIRING

A good firing can be one of the most motivational, uplifting tools around. The weakest link is eliminated, quality work is rewarded, and the survivors feel better about themselves. It’s a perp walk and sometimes you just need to do it.

MANAGING PEOPLE

To run a good crew you need to put your ego aside for a moment and concentrate on a person other than yourself. If your people feel their win means something to you – that you get actual joy from it – they will walk through fire for you.

THE IMPORTANCE OF BEING IN SHAPE

It’s nice to know that you can kick the ass of anyone at the table. What more do you need to know? That image of yourself extends to all areas of your professional and personal life. Physical well-being says you are disciplined, you are a winner.

HIS PERSONALITY

It’s a constant. Throughout my life I’ve always had people who don’t know me say, from a distance, “I don’t really like that guy.” How do I know? Because sooner or later they meet me and tell me. I’d be more concerned if the people who did know me though I was a schmuck.

Ask Yourself

Why Not Me?

How would your approach to business and life opportunities change if you adopted this mindset?

Takeaway Principles

Entitlement

Believing you deserve success is half the battle. Own your place at the table and project confidence.

Self-Branding

Cultivate a strong personal brand that differentiates you and communicates your unique value proposition.

Decisive Action

Be bold in your decisions, even when uncertain. Being wrong but decisive is better than indecision.

Your Thoughts?

Have you read this book? Which of Donny’s principles do you find most applicable to your professional life?

Who Would Want to be Normal?

How rejecting conformity can transform your work from ordinary to extraordinary

Mini Cooper’s “Not Normal” campaign celebrates the power of breaking free from convention

Last week, during a meeting about our 2013 initiatives, I found myself expressing frustration with the tendency to do things “the way they’ve always been done.” This led me to share a Mini Cooper advertisement I’d recently discovered—a video that has since become something of an inspiration for our team. In fact, it’s sparked a new catchphrase around the office, with colleagues dismissing conventional ideas by saying, “eh…that is so normal.”

The ad is part of Mini Cooper’s “Not Normal” campaign, which launched in 2013 to differentiate the brand in an increasingly competitive market. When rivals like Chevrolet began releasing similar compact vehicles, Mini needed to reinforce what made them special—their distinctive, unconventional character that appeals to those who prefer to stand out rather than blend in.

What resonates most about this campaign is its central message that challenges us all: Why settle for normal when you could be amazing?

The Power of Being Different

The Mini Cooper campaign brilliantly taps into a fundamental human truth: most of us secretly want to stand out, even as social pressure pushes us to conform. The advertisement celebrates those who choose to be different—not just for the sake of being different, but because authentic self-expression leads to innovation, creativity, and genuine connection.

In business, this principle applies just as powerfully. Companies that simply follow industry norms rarely disrupt markets or create memorable customer experiences. The most beloved brands—from Apple to Airbnb—earned their positions by challenging conventional wisdom and exploring uncharted territory.

When Mini launched this campaign, they weren’t just selling cars—they were selling permission to embrace individuality. The message works because it speaks to something deeper than product features; it addresses our desire to live authentically rather than according to others’ expectations.

The Normalcy Trap

My favorite line from the video perfectly captures why breaking free from convention matters: “Normal can never be amazing.” Think about that for a moment. If we aim for normal—for the expected, the safe, the already-done—we automatically cap our potential at mediocrity.

In our professional lives, the normalcy trap is particularly dangerous. It manifests in many ways:

  • Choosing the “proven” approach even when it doesn’t quite fit the challenge
  • Presenting ideas that won’t be rejected rather than ones that might transform
  • Following industry best practices without questioning their relevance
  • Benchmarking against competitors rather than reimagining possibilities

“Who would ever want to be normal?” the ad asks. When framed this way, conformity seems not just limiting but almost absurd. After all, no one is inspired by products, services, or experiences that are merely adequate.

Perfect Brand Alignment

What makes this Mini Cooper campaign particularly effective is how perfectly it aligns with the product itself. The Mini has always been a car that stands out—compact in a world of SUVs, playful in a sea of seriousness, distinctively designed amid cookie-cutter sedans.

The “Not Normal” message works because it’s authentic to the brand’s history and values. Mini isn’t pretending to be something it’s not; it’s celebrating what it truly is. This authenticity creates a powerful connection with consumers who share similar values and self-perception.

The campaign represents exceptional marketing because:

  • It positions a potential weakness (being different from mainstream cars) as a strength
  • It creates emotional resonance beyond product features
  • It invites consumers to join a mindset, not just buy a product
  • It’s memorable and distinctive in a crowded advertising landscape

Breaking Normal in the Workplace

Since sharing this video with my colleagues, I’ve noticed a subtle but significant shift in our team discussions. Referencing the “not normal” concept has become a playful but powerful way to challenge conventional thinking and push for more innovative solutions.

When someone proposes the standard approach to a problem, another team member might ask, “Is that the normal solution or the amazing one?” It creates a space where thinking differently isn’t just permitted but actively encouraged.

The most valuable aspect of this shared reference point is that it removes the personal element from critique. Instead of saying “I don’t think your idea is innovative enough,” we can simply ask whether it falls into the “normal” category. This creates psychological safety while still pushing for excellence.

Your Personal Brand of “Not Normal”

The Mini Cooper advertisement poses a question worth reflecting on: What’s your version of “not normal”? Where in your work could breaking from convention create something truly exceptional?

Every time I see a Mini Cooper now, I’m reminded of this message. It’s become a visual trigger that prompts me to reconsider my approach to challenges and look for unconventional solutions. (Credit to BMW’s marketing team for creating such an effective association!)

This awareness extends beyond specific projects to how I hope others perceive my contributions. When colleagues see me in the hallway or think about our interactions, I want them to associate me with work that isn’t just adequate but genuinely amazing—work that could never be described as “normal.”

If you’re passionate about your work, chances are it won’t be normal—it will be amazing. Passion naturally drives us beyond convention toward something more meaningful, more distinctive, and ultimately more valuable.

Beyond Normal: Your Turn

The next time you find yourself following a conventional path simply because it’s the expected route, pause and consider the Mini Cooper question: “Who would ever want to be normal?” Challenge yourself to identify at least one aspect of your current project where breaking from normal could lead to something extraordinary.

Remember that amazing rarely happens by accident. It emerges when we consciously reject the gravitational pull of “how things have always been done” and venture into unexplored territory. It happens when we give ourselves permission to be distinctively ourselves rather than pale imitations of what we think others expect.

Here’s to you doing amazing work…

Join the Conversation

Where have you seen “not normal” approaches lead to extraordinary results? Share your examples of breaking from convention in the comments below!

Web Hosting in 1997

Unearthing web files from 1997 on forgotten floppy disks

I finally decided to throw out all my old floppy disks after cleaning out a closet last weekend. Before I threw them out, I had to go through them all to see if there were still any files left on the disks. To my surprise, there were still a few files I found which was like going back in time.

When I lived in Maryland, I had Erol’s for a while instead of AOL like everyone else. One of the files was a page I saved because I was researching web hosts back in 1997 for hosting my own website. I was going to start my own online grocery delivery business.

1997 Web Hosting page screenshot showing browser logos and hosting information
A web hosting research page from 1997 saved on a 3.5″ floppy disk. Notice the placeholders for the IE4 and Netscape logos!

1997: A Digital Retrospective

Storage

3.5″ floppy disks typically held 1.44MB of data — less than a single modern smartphone photo.

Internet

Dial-up modems typically connected at 28.8 or 33.6 kbps, with 56k becoming available.

Browsers

Netscape Navigator dominated with over 70% market share, while Internet Explorer was gaining ground.

Ahead of the Curve

Looking at my plans for an online grocery delivery business in 1997 reminds me how some ideas are simply ahead of their time. Services like Instacart, Amazon Fresh, and Walmart Grocery wouldn’t become mainstream for nearly two decades.

Sometimes the right idea just needs the right technology and market conditions to succeed.

What’s in Your Digital Time Capsule?

Do you have any old digital files or websites that bring back memories? Have you discovered anything interesting while cleaning out old technology? Share your digital archaeology finds in the comments!