Doing the unexpected

It’s easy to say and much harder and braver to actually do.

However, in a sterile mass market world of bland and homogeneous slop, doing what’s unexpected gets you noticed.

Bucking the trend, daring to be different, being that ‘purple cow’, as Seth Godwin brilliantly put many years ago, is even more relevant now.

That doesn’t mean being gimmicky or absurd, it means following your heart and being brave enough to jump off the high diving board when everyone else is safely with the crowd looking up at you from the pool.