Unique Rolefulness is the most personal and purposeful dimension of rolefulness. While general rolefulness is a mindset of thoughtful engagement in everyday interactions, and specific rolefulness emerges from fulfillment within clearly defined roles, unique rolefulness reflects the sense that there is a role—or blend of roles—that only you can fulfill—one shaped by your life experiences, strengths, and values.
Unique rolefulness extends beyond familiar roles into more individualized or purpose-driven roles—those that feel entirely your own. For example, someone might feel a profound sense of unique rolefulness as an entrepreneur, artist, or activist. These roles often demand significant energy, time, and emotional investment, and may become central to one's sense of purpose or professional identity.
The feeling of role satisfaction that comes from unique rolefulness tends to be more intense, fulfilling, and life-satisfying than that of general and specific rolefulness. It offers a deeper emotional resonance because it aligns closely with one’s values, passions, and evolving sense of identity.
Unique rolefulness leads us naturally to the search for something deeper: finding your unique role in life. This can be a lifelong search for purpose—or a serendipitous moment of realisation when your role, quite unexpectedly, finds you.
Often, that role doesn’t conform to conventional expectations. It may challenge norms and resist conventional labels—like the role of a “crazy one”: a misfit, a rebel, or a troublemaker, as actor Richard Dreyfuss famously narrated in Apple’s 1997 Think Different commercial. If your heart and spirit drive you to change the world, you might just be one of those “crazy ones”—what Apple saw as genius.
“Here's to the crazy ones.”
The Think Different commercial stands as a powerful visual and emotional representation of rolefulness in its most personal form—embodying the role you feel you were born to fulfill. If you’ve seen the commercial, then you already know exactly what I mean.
In the one-minute commercial, Richard Dreyfus reads the following poem:
‘Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.’
While Dreyfuss narrates, black-and-white footage features 17 iconic 20th-century personalities, in this order of appearance:
Albert Einstein, Bob Dylan, Martin Luther King Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright, and Pablo Picasso.
Let’s touch on the impact each of these crazy ones, these roleful ones, had—and continue to have—on the world.
Albert Einstein revolutionized our understanding of the universe with his theory of relativity, E=mc^2, laying the foundation for modern physics and forever changing our perception of time, space, and energy.
Bob Dylan, through his poetic lyrics and folk music, became a voice for the counterculture and social change in the 1960s, influencing generations of musicians and inspiring movements for civil rights and peace.
Martin Luther King Jr. was a pivotal leader in the civil rights movement, advocating for racial equality and justice through nonviolent protest, leaving an indelible mark on the fight for civil rights.
Richard Branson, a serial entrepreneur, has transformed, and still continues to do so, industries from music to space travel, continually challenging the status quo and promoting innovation in business.
John Lennon, as a member of The Beatles and later as a solo artist, left an enduring musical legacy while also championing peace and social activism.
Buckminster Fuller was an architect, inventor, and visionary thinker whose designs and ideas, like the geodesic dome and "Spaceship Earth" concept, reshaped architecture and sustainable living.
Thomas Edison's inventions, such as the electric light bulb and phonograph, revolutionized modern life and laid the groundwork for the technological advancements of the 20th century.
Muhammad Ali, not only a boxing legend but also a civil rights advocate, used his platform to speak out against racial inequality and the Vietnam War, leaving a lasting impact on both sports and society.
Ted Turner, a media mogul, founded CNN and pioneered 24-hour news coverage, changing the way we consume and access information globally.
Maria Callas was a legendary soprano whose powerful voice and dramatic performances redefined opera, making her an icon in the world of classical music.
Mahatma Gandhi's philosophy of nonviolent resistance played a pivotal role in India's struggle for independence, influencing civil rights leaders worldwide and promoting peaceful activism.
Amelia Earhart, a pioneering aviator, broke gender barriers in aviation, inspiring women to pursue careers in flight and exploration.
Alfred Hitchcock, a master of suspense in filmmaking, created enduring classics that continue to captivate audiences and shape the art of cinema.
Martha Graham, a groundbreaking dancer and choreographer, revolutionized modern dance by developing a unique and expressive dance language that influenced generations of performers.
Jim Henson's creation of the Muppets brought joy and entertainment to millions, while his innovations in puppetry and animatronics transformed the world of entertainment and education.
Frank Lloyd Wright, an influential architect, introduced organic architecture that harmonised with nature and left a lasting imprint on architectural design and urban planning.
Pablo Picasso, a pioneer of modern art, continually pushed the boundaries of artistic expression, reshaping the art world and inspiring countless artists with his innovative work in various artistic styles.
As a child growing up in the 1970s, Jim Henson’s Muppets brought great joy and excitement to my life. The Muppet Show was something I looked forward to every week. His creativity left an indelible mark on my life, and the fond memories I have of the Muppets will never fade.
Somehow, even without watching any of Muhammad Ali’s boxing matches during my childhood, his famous phrase, "float like a butterfly, sting like a bee," became etched in my memory.
Muhammad Ali is a fitting example of rolefulness. He is often hailed as the greatest boxer of all time, but surprisingly, winning boxing matches wasn’t his real purpose in life. To him, his true role lay outside the ring.
‘When you saw me in the boxing ring fighting, it wasn’t just so I could beat my opponent. My fighting had a purpose. I had to be successful in order to get people to listen to the things I had to say.
I was fighting to win the world heavyweight title so I could go out into the streets and speak my mind. I wanted to reach the people, where unemployment, drugs, and poverty were part of everyday life. I wanted to be a champion who was accessible to everyone. I hoped to inspire others to take control of their lives and to live with pride and self-determination. I thought perhaps if they saw that I was living my life the way I chose to live it—without fear and with determination—they might dare to take the risks that could set them free.’
Muhammad Ali was a longtime fighter for humanitarian causes, civil rights, and religious freedom. He was so committed to his values and beliefs that he refused to serve in the Vietnam War and was stripped of his heavyweight title in 1967.
This is what your unique role will call you to do: remain true to your values at all times and never compromise on what you believe in or what you feel your life’s purpose is.
Being the true fighter that he was, Ali regained his boxing title on two more occasions, in 1974 and again in 1978. But as he himself said, these achievements were in service to his humanitarian efforts and goals.
As we can see from the life of Muhammad Ali, many people find that their unique role is related to something they want to change within themselves or their environment. This often drives them to act with a sense of urgency—to work harder than anyone else. In short, your unique role is what your soul craves to do.
While we can celebrate all these crazy, roleful ones, Daiki and I would like to point out that out of these 17 iconic 20th-century personalities, only 3 are women. This highlights the gender bias that women have faced, continue to face, and will likely face in their various roles in life.
Dream Crazier
In a style similar to Apple’s Think Different commercial, Nike unveiled its "Dream Crazier" advertisement during the 2019 Academy Awards. Narrated by tennis legend Serena Williams, the commercial tackled the double standards women face, particularly in sports, with unflinching boldness.
In the commercial, Serena Williams narrated:
‘If we show emotion, we're called dramatic. If we want to play against men, we're nuts. And if we dream of equal opportunity, we're delusional. When we stand for something, we're unhinged. When we're too good, there's something wrong with us. And if we get angry, we’re hysterical, irrational, or just being crazy. But a woman running a marathon was crazy. A woman boxing was crazy. A woman dunking, crazy. Coaching an NBA team, crazy. A woman competing in a hijab; changing her sport; landing a double-cork 1080; or winning 23 Grand Slams, having a baby, and then coming back for more, crazy, crazy, crazy, and crazy. So if they want to call you crazy, fine. Show them what crazy can do.’
While Williams narrates, the 90-second ad features footage of iconic female athletes defying expectations and rewriting the rules of their sports:
Simone Biles, Megan Rapinoe, Ibtihaj Muhammad, Chloe Kim, Allyson Felix, Caster Semenya, Diana Taurasi, Becky Hammon, Kathrine Switzer, Sarah Reinertsen, Lisa Leslie, Brigette Lacquette, Mira Rai, A’ja Wilson, and Serena Williams herself.
Now, let’s explore the impact each of these “crazy ones”—these roleful ones—has had in breaking gender stereotypes, and how they continue to influence the world.
Simone Biles is widely considered one of the greatest gymnasts of all time. She has won 7 Olympic medals (including 4 golds) and 25 World Championship medals. Biles is also known for her advocacy around mental health, having withdrawn from several events in the Tokyo 2020 Olympics to prioritize her well-being.
Megan Rapinoe is a U.S. soccer player and two-time FIFA Women’s World Cup champion (2015, 2019), as well as an Olympic gold medalist (2012). Rapinoe is a vocal advocate for LGBTQ+ rights and gender pay equality, famously leading the charge for equal pay for female athletes.
Ibtihaj Muhammad, a U.S. fencer, was the first American Muslim woman to compete in the Olympics wearing a hijab. She won a bronze medal in the 2016 Rio Olympics. Muhammad has broken barriers for Muslim women in sports and continues to advocate for inclusion and diversity.
Chloe Kim is the youngest woman to win a gold medal in snowboarding at the Winter Olympics (2018, PyeongChang) at just 17 years old. Chloe is known for her dominance in the halfpipe and for inspiring a new generation of female athletes.
Allyson Felix, a track and field sprinter, the most decorated female athlete in Olympic track and field history with 11 medals, including 7 golds. Felix is also an advocate for maternal health and has called out major brands (including Nike) for their lack of support for pregnant athletes, sparking significant policy changes.
Caster Semenya is a South African middle-distance runner and two-time Olympic gold medalist in the 800 meters. Semenya has been embroiled in a legal battle with the IAAF over controversial regulations regarding testosterone levels in female athletes, making her a symbol of resilience and resistance in the fight for athletes' rights.
Diana Taurasi is often referred to as the greatest of all time in women’s basketball. Taurasi has led the Phoenix Mercury to multiple WNBA championships and is the all-time leading scorer in WNBA history. She’s also a four-time Olympic gold medalist.
Becky Hammon, a former WNBA player and the first full-time female assistant coach in the NBA, hired by the San Antonio Spurs. Hammon has shattered glass ceilings in professional basketball, paving the way for more women to enter high-level coaching roles in men's sports.
Kathrine Switzer was the first woman to officially compete in the Boston Marathon in 1967. Despite being physically challenged by race officials trying to stop her mid-race, she completed the marathon and has since become an advocate for women in long-distance running.
Sarah Reinertsen an Ironman triathlete and the first female leg amputee to complete the Ironman World Championship in Kona, Hawaii (2005). She is also a Paralympian and has broken barriers for athletes with disabilities, inspiring many with her perseverance.
Lisa Leslie, a WNBA legend and four-time Olympic gold medalist in basketball, was the first woman to dunk in a WNBA game and remains one of the most iconic figures in women’s basketball, continuing to inspire athletes across generations.
Brigette Lacquette was the first Indigenous woman to play for the Canadian women’s national ice hockey team, representing Canada at the 2018 Winter Olympics. Lacquette has become a role model for Indigenous youth and women in hockey, promoting inclusion and diversity in sports.
Mira Rai is a Nepalese ultrarunner, a former Maoist rebel turned champion trail runner. Rai grew up in rural Nepal and faced many challenges, including extreme poverty and civil war. She is now an inspiration in Nepal and internationally, known for her endurance and resilience in long-distance trail running.
A’ja Wilson, is a WNBA player and Olympic gold medalist (2020 Tokyo). Wilson is a leader both on and off the court, advocating for racial and gender equality and mental health awareness. She helped bring the Las Vegas Aces to their first WNBA championship title in 2022.
Serena Williams is a tennis legend holding 23 Grand Slam singles titles, the most in the Open Era, and has been a powerful advocate for gender and racial equality, often using her platform to address social issues.
This group of athletes reflects the campaign’s message of perseverance, pushing boundaries, and redefining what’s possible for women in sports, with many of them going on to discover or create new roles beyond their sport.
This wasn’t just a commercial—it was a rallying cry for millions of women who have been told to stay quiet, stay small, and conform to limiting stereotypes.
One of the most persistent and unfounded among these is the notion that women can’t drive. For decades, this stereotype has quietly shaped expectations and undermined confidence—even though the data tells a very different story.
Woman Can’t Drive
“A commonly held stereotype is that women are poor drivers. This stereotype is recognized and endorsed by women and girls very early on, long before taking their driving licence, nevertheless they are less involved in accidents and drive safer and less fast than men.”
A study titled “Women Drive Better if Not Stereotyped” explored how the stereotype that women are poor drivers affects actual driving performance. Drawing on stereotype threat theory, researchers found that when women were told the study aimed to detect gender differences in driving (activating the stereotype), they made twice as many mistakes in a simulated driving task compared to women who were given neutral or non-gendered explanations.
In a second experiment, when the stereotype was replaced with a non-gendered comparison (young vs. old drivers), women performed significantly better—demonstrating a “stereotype boost.” Interestingly, women under stereotype threat not only performed worse but also expected themselves to do poorly, and this expectation closely predicted their actual performance.
The findings highlight how deeply internalised stereotypes can undermine confidence and competence—even in roles individuals are fully capable of performing. When a role is framed in a way that triggers doubt, performance suffers. But when that pressure is removed, or the role is redefined, ability can flourish.
Yet, some stereotypes must be broken before a role can be fully lived.
And for Michèle Mouton, that meant stepping into a space where few thought she belonged and refusing to back down. As the first—and still only—woman to win a round of the Fédération Internationale de l'Automobile (FIA) World Rally Championship, Mouton did more than win races. She shattered expectations. She was and still is one of these crazy ones.
Michèle Mouton
Born in 1951 in Grasse, France, Mouton began her motorsport journey as a co-driver. But her true calling was in the driver’s seat. In a fiercely male-dominated sport, her transition from supporting role to lead competitor was nothing short of revolutionary. Her determination paid off when she won the 1981 Rallye Sanremo driving for Audi—becoming the first woman to secure a WRC victory. In the following year, she claimed three more victories and nearly won the entire world championship, finishing runner-up in 1982.
Mouton’s career is a vivid illustration of rolefulness under pressure. She didn’t just adopt the role of rally driver—she inhabited it fully, despite the skepticism, resistance, and gender bias surrounding her. Her success wasn't just about skill behind the wheel. It was about conviction. She took on the expectations and responsibilities of the role and made it her own, not by conforming to the mold, but by breaking it.
Her story reminds us that the most meaningful roles are often the ones we are told we can’t or shouldn’t take on. Mouton faced backlash, disbelief, and institutional bias—not just from competitors but from the culture of motorsport itself. Yet she stayed the course, ultimately redefining what was possible for women in racing.