Mile Two

Sustained concePeople like easy things…

That’s why people like to buy things that make their lives easier.

But there’s an opportunity hidden in the sentence. If people are attracted to easy things… they’re repelled by hard things, things they won’t engage, problems they won’t (or can’t) solve.

Creating art that requires tools that aren’t ready for primetime or mass adoption.

Innovating in spaces that have “always done things this way”.

Pioneering a new way of thinking that challenges the status quo.

These are hard things. Even those among us who do go the extra mile tend only to go just one, because that’s just hard enough.

There’s not much competition at all on Mile Two.