The opposite of best practices

“Best practices” are dragging marketing down.

Just look at the last few campaigns:

• Maybellene putting lashes on trains
• Scrub Daddy putting F-bombs on TikTok
• RyanAir publicly roasting their own customers

Any ‘best practices’ marketing guru would give you a ‘bombastic side eye’ if you told them that’s your marketing idea.

And yet… these ideas are worth millions today.

Sometimes, doing the opposite of best practices is the real best practice.