Why Being “Good” Is the Enemy of Being Great

There is a paradox in our dizzying spin cycle of modern communications. I see a recurring tragedy: competent brands that are unremarkable. They have polished decks, “on-brand” social grids, and press releases that read like they were written by a committee of very polite robots.

But the cold, hard truth is that: Competence is a commodity, and nobody ever went viral for being the median.