If It Doesn’t Sell, It Isn’t Creative 💅
Creativity feels like it’s getting harder and harder to come by right now. Everything just feels so fucking homogenous. Why does every single website have to look the same, why does every app have to look the same? Why does everyone have to call themselves an entrepreneur on LinkedIn? Whatever happened to taking a little creative risk, and living your whole truth out there in full view of the world?
I think we’ve become boring because we think we’ve seen what sells, and that’s all we want. We think that just because the public has bought one thing over and over again, that they’ll keep on buying it, and as long as we’re a part of a mass assembly line that builds that shit, it’s all going to work out just fine.
My friends, this point of view is fucked.
There will always be a part of the buying public that wants safety. But they are never going to go to you for that safety. They’ll go to Woolworths, Coles, AWS, IBM and Disney. That safety is something that needs a whole lot of brand trust that you, with your scrappy MVP and your DIY content and your garage studio just cannot provide.
So what can you provide? How can you compete?
You have to go with radical, bold and daring creativity that the truly safe brands just cannot afford to provide. It’s your only competitive advantage, the only way you actually stand a chance out there. Be risky, be crazy, be a little too fucked up for Disney to want to hang out with you.
If I was out here being safe, I’d be slapping quote tweets on Instagram and telling you to GRIND like I own the word. I wouldn’t be talking about transgender rights in the same sentence as startup marketing. That’s not playing it safe, and I honestly don’t give a fuck.
If it’s not creative, it’s not going to sell. There’s the line in the sand.
I’ve always loved that quote from David Ogilvy.
That guy was an absolute legend in content and in advertising. Titan. And he was generally pretty much right about almost everything. That quote in particular.
Because you know what, the flip side of that is even more clear.
If it’s not creative, it doesn’t fucking deserve to sell.