Henna Pryor says modest deviations from the norm, not radical overhauls, make brands stand out. Deliver what people want through slightly unexpected channels. You'll get criticism from convention defenders, but you'll also capture attention and revenue.
Give people something they desire. There's no demand for it. You're wasting your time, right? Give people something they desire. But this is the part that I think is interesting. Are you willing to do it via a means they didn't expect? Hmm. Or even if it's a means that they expect, are you willing to deliver the idea, market the idea, sell the idea via a means they didn't expect? And it's those of us that are willing to just be a little bit different. In our approach, not a 90-degree, not a 180, even a little bit different in our approach. My personal take is these are the people that will stand out. These are the people that are going to rise above the fray, rise above the noise, and actually get paid a bit of attention to. But willingness to be a little bit different means inviting the people that may not like it.
