Swim outside your lane
Most brands claim they want to stand out. Few actually do.
Somewhere between committee feedback, brand guidelines, and “what competitors are doing”, bold ideas get watered down until they’re safe, familiar, and forgettable.
But the truth is, great brands don’t win by staying in their lane. They win by swimming outside it.
Escape the ‘Sea of Same’
It usually starts with best practice overload. Brands look to market leaders for inspiration, and before long, everyone is borrowing from the same style guides, stock photo libraries, and brand templates.
There’s a name for this silent killer of innovation, the “sea of same.”