If you’ve been in business long enough, you’ve probably been told to “do it better.” 📈
Better content, better visuals, better targeting, better funnels.
Here’s the problem: better rarely breaks through anymore.
Everyone is optimising for the same thing — the same Web rules,
the same ad formats, the same SEO, GEO, AEO, and social media “best practices.”
The result? A sea of similarity.😴
A blur of beige. Same, same, same!
Brands shouting the same slogans in slightly different fonts. (No Comic Sans, please.)
The Trap of “Better”
When we chase “better,” we’re often just polishing what already exists.💩
A marginal improvement in a marketplace addicted to imitation.
So many campaigns today feel invisible, even when they’re technically sound. Keep scrolling, nothing to see here.
We’ve mistaken optimisation for originality. And when everything is optimised to the same benchmark, it all ends up sounding — and feeling — super bland o rama.
What “Different” Really Means...
“Different” isn’t about being louder or more outrageous. It’s about being true. It’s about saying what only you can say, in a way that only you can spray it.
For a business, that might mean embracing your quirks instead of hiding them. For a professional, it might mean sharing your point of view even when it doesn’t fit neatly into the template or standard, diversityificationism (coming soon to the dictionary, have you ever used one of them?)
Different doesn’t mean risky — it means memorable, resonating, thoughtful.
It’s what customers remember when the rest fades into noise.
The irony? The safest thing you can do in business today is to be unmistakably yourself. (no emojis used here to make a point)
So, what are you going to do with that beige brand, that tired logo and that ye olde website?
Come on, stop procrastinating and using ChatGPT for Samuel Beckett quotes.
Call a first responder to your ugly business problem, a designer, yes, me - press the glass 0401199021.
PS "In the next piece, I’ll unpack what happens when we strip away the clutter — how clarity, not complexity, drives meaningful marketing decisions that customers actually respond to."
