You can’t sell thirsty

Today, people and brands are bending over backwards, contorting into bizarre shapes that fit whatever current cultural narrative exists. Brands especially are desperate to stay in the margins, scared of the “digilantes” that trail them—terrified to make mistakes. But it’s boring. It’s predictable. And the result is that we’ve become more rigid and precious than ever. Most brands have become vanilla and completely uninteresting. They're shook. They’re thirsty for the right attention, but going about it in all the wrong ways. It’s leading to consumers becoming increasingly avoidant of—almost repelled by—interacting with brands. How do we help brands move past this weak-kneed rigidity? Can we all break out of the precious predictability cycle we’ve found ourselves in, in search of new paths?