Boring to who?

Make things better. It’s entirely possible that the thing you are marketing satisfies no real demand, there is no good strategy behind it, and that you are being selfish in thinking that just because you built it you should stick with it. Blow it up. Start over. Make something you’re proud of. Market something you’re proud of. But once you’ve done

Because high-resonance storytelling takes precedence over originality. After all, you’ll rarely change someone’s life by telling them something new, but you can deeply affect them by saying something they know to be true so well that it compels them to finally confront it.

Marketers forget this daily. Because we get bored with our stuff. Our story, our change. We’ve heard it before. We remember it. But we’re bored. And so we change it. Jay Levinson famously said, “Don’t change your ads when you’re tired of them. Don’t change them when your employees are tired of them. Don’t even change them when your friends are tire

Even if you feel you don’t have a brand-new perspective on the subject, if you have a unique voice and perspective around key concepts, tailored for your audience, and can curate old ideas in a new way, you will help them see old concepts in a way that finally clicks for them.