Every week (and not by choice I promise you – I blame my other half Deirdre!) I watch X-Factor along with half the country and we all wonder how Wagner is still in the competition. I am writing this as I am watching the programme on Saturday, 6th November 2010..

I keep banging on to the crew in Fuzion that no matter how bad he is he will still not get voted out, at least not for a while yet. I threatened to write a blog about it, before he does actually get voted out so here goes, while my theory is still valid!!

My simple theory is ..

If you are not capable of being the best, it is better to be totally different, offer something that no one else is offering than being one of the many.

The thing is there are one or two really good acts on the show who compete at the top of the tree for the votes but after that there are a whole bunch of “me-too’s’’ battling it out for the same votes.

Wagner appeals to a niche, admittedly I am struggling as to who they are but there are clearly more of them than those voting for the “me-too’s”.

So, until the “me-too’s “ are totally eliminated he has a great chance of still being there (please don’t let me down this week!).

Seth Godin the very popular marketing writer and blogger talks about the importance of being different to succeed in his book, The Purple Cow, this year in X-Factor it is Wagner, last year it was Jedward.

Are you totally exceptional at what you do, are you a ”me- too” or are you a Wagner?

Greg Canty is a partner of Fuzion Communications