Better is boring. Better sucks. Better is evolutionary, incremental. Better is moving the sticks a few more yards down the football field. Big deal.
Different is in. Different is sexy. Different is new. Different is exciting. Different is brandable. Different is attention-grabbing. Different is a pattern interrupter that breaks through the attention clutter and gets noticed.
From Seth Godin:
Every day, in almost every office of almost every organization, people are going to get together to make something better.
Making things better is a natural impulse, especially if you want to grow.
Unfortunately, better is not always the right strategy. Better is not always superior to different.
And from Mike Wagner:
We’re bombarded with over 3,000 marketing messages a day – and we remember next to nothing …
… as Kathy Sierra has so carefully articulated, the human mind comes with a crap filter. The mind filters out sameness and responds to different.
Different is revolutionary. Different is unexpected. Different is surprising.
In the neverending mashed-up undifferentiated stream of data we experience every day, unexpectedness and surprise are welcome, even craved.
As Chaucer said six hundred years ago: “Men evere seeke newfangle.”
You got it, baby.[tags] differentiation, branding, innovation, novelty, chaucer, purple cow, seth godin, john koetsier [/tags]
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