One of the things I hate is when I hear someone say ‘normal’ in relation to people.
What are they going on about?
There is no such thing as normal.
There may be habits or tastes or behaviours that are common, but that doesn’t make the people undertaking them, normal.
Ordinary perhaps … but not normal.
Our industry is obsessed with trying to sell mass.
I get it – clients want to reach as many people as possible – but while it sounds more efficient for a clients marketing investment if you talk about people in terms of ‘normal’, it doesn’t mean it is more effective.
If anything, quite the opposite.
As I have said countless times, we need to stop thinking relevance is the win and start aiming for resonance.
Of course to do that, you have to be comfortable with uncomfortable – and that’s why I think we’ll be seeing terms like ‘normal’ and ‘relevance’ for decades to come.
Until most of us don’t exist anymore.