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Today, people and brands are bending over backward, contorting into bizarre shapes that fit whatever current cultural narrative exists. Brands are especially desperate to stay in the margins, scared of the “digilantes” that trail them, and 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. They're shook.

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?

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