Mo Dezyanian
Dec 6, 2017 · 1 min read

I take my coffee black.

But the other day, when my wife was pouring, I asked for some milk. My wife was surprised. Rightfully so.

In the ad industry we often make the argument for consistency. Consistency is useful. Consistency is powerful. It takes 6 to 8 touch points to make a sale. It takes years of repeating a message to build your brand.

Consistency implies reliability and predictability, and by extension safety. It’s a useful framework in client management.

But. Consistency also promotes complacency and the status quo.

And in today’s crowded media space, a little unconventional thinking … a little against-the-grain attitude … a little milk in your always-black coffee … can go a long way.

I’m not knocking consistency; I know its power. But the next time someone says “We’re doing this to be consistent!” consider asking “Why?”


Consistency is the last refuge of the unimaginative. — Oscar Wilde

Empathy Inc. — Occasional Insights

Thought leadership about business, marketing, and media

Mo Dezyanian

Written by

Marketer. Climber. Dada. President of Empathy Inc. www.empathyinc.ca

Empathy Inc. — Occasional Insights

Thought leadership about business, marketing, and media

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