Be the alternative

Businesses like making boring things.

They like to think they’ve being exciting and innovative… but they secretly prefer boring.

Boring means customers recognise what they’re doing, and evaluate their offering like they do everything else.

Boring means advertising can follow the playbook of their closest competitors and earn a workable slice of the pie.

Boring means staff can follow the same playbook as their previous job, and take the same playbook to their next place too.

Don’t make boring things.

The alternative is to show up with a passion for your craft, a desire to do better, and a pride in your work.

The alternative is where customers wouldn’t want to go anywhere else because no one does it quite like you do.

The alternative means the playbooks don’t apply because you elevated the game… but it doesn’t matter as people don’t want to leave.

Be the alternative.