THE IMPORTANCE OF BEING WEIRD

How leaders can thrive by embracing their core individuality

- CERI HAND

HAVING COACHED THOUSANDS of artists and business professionals, I've noticed the same challenges emerge—overcoming imposter syndrome, clarifying their voice, and honing creative ideas. But real breakthroughs don't come from playing it safe. They happen when people embrace their quirks, contradictions and personal stories. This authenticity creates emotional connections, fuels innovation and sets true artists and leaders apart. If you want to make a lasting impact, it's time to get weirder.

A common fear is that embracing uniqueness will alienate others. Many worry that standing too firmly in their eccentricity will lead to rejection. Yet the opposite is true. The more clearly you define your perspective, the more you attract the right opportunities.

Take the tea brand PG Tips, which last year partnered with Oscar-winning filmmaker Steve McQueen. After eight years without a major ad campaign, they didn't return with cozy family kitchen scenes or nostalgic British rituals. Instead, McQueen directed