Don’t be boring

One of the best ways to position a business for success is to find ways to make it less boring.

Not because no one buys from boring brands, but because almost no one sides with boring.

That’s why brands with personality are often more preferable to faceless ones, and why services that manufacture what’s interesting tend to come out ahead.

Because, when it comes down to buying something that’s not a commodity, picking one over another is like choosing sides.

How it makes you feel to buy a thing and use it matters must as much, if not more, than the specs.