The Dangers of Being Bland

We’ve noticed over the years that people’s attention has become harder to engage.  There’s just so much distracting people these days (e.g., extensive content across endless media options), and they’ve become highly attuned and immune to traditional marketing messages.

Oftentimes in research, the ideas that feel most comfortable to marketers are often the safest.  Unfortunately, these days that doesn’t always cut it.  A well ‘liked’ idea will be generally appealing– but will it actually stand out in the real world?  Probably not…

That’s why it’s important to seek and explore ideas that provoke a response.  Some ideas might have a strong positive response…for others, it might be negative.  However, if it’s provoking some type of emotion and discussion, then it’s definitely an idea worth investigating.  This is where the heart of deep insight lives.