The Upside of Being Ordinary And Obvious

How much time do you spend trying to be ordinary or obvious? Probably not a lot. In fact, most marketing people actively avoid talking about the ordinary or obvious qualities of their business. Instead we spend days in creative brainstorms trying to create new messages find that brilliant unique thing that no one else has. We want to use new and sexy social media tools and find a winning creative idea that will get everyone's attention. And we forget the ordinary and obvious stuff.  

But...