There was a time when you could get away with average products for average people.
There was a time when rapid growth could smooth over patches of mediocrity.
There was a time when being just a little bit interesting could hold our attention.
There was a time when relationships were built over time, face-to-face.
Now, consumers live in an anything, anytime, anyway world and there’s simply no reason to settle.
Now, largely stagnant markets require us to steal share if we wish to grow–and good enough isn’t.
Now, we are overwhelmed with choices and, more and more, the battle for share of attention is won by the weird, the purple cow, the remarkable.
Now, posts that include “more for Sagittarius”–or are merely a running commentary on your activities–get eliminated from our feed in one easy click. And winning back a lost relationship is harder than ever.
There’s a reason people don’t come to your store, leave your website within seconds, hit “unsubscribe” or unfollow you.
Now is hardly the time to be dull, uninteresting and outright boring if you hope to make any kind of impact. If people see what you put out in the world and their first reaction is “who cares?” you’re either focused on the wrong folks or it’s time to rethink what you’re doing.
The fact is the tried and true no longer is. What once seemed safe is now often the most risky.
Yes, it’s a really bad time to be boring. But the good news is we can change.
What better time than now?