Nobody sets out to be average, but it still happens—not from laziness—from dilution in trying to please everyone, trying not to offend, and trying to get it “just right” before releasing anything at all.

And in the result? You build something nobody notices.

The World Ignores “Pretty Good”

Average doesn’t trigger action. It doesn’t make someone feel. It doesn’t start conversations.

It just blends in. There’s no demand for “safe.”

No one bookmarks the content that was competent.

No one raves about the brand that met expectations.

The things we remember? They have edges. They take risks. They make us think—or feel—something immediate.

This Isn’t About Being Loud

It’s about being real.

Specific.

Sharp.

You don’t need to be controversial. You just need to be clear enough that someone, somewhere, disagrees.

If no one pushes back, you’re not pushing forward.

The Real Risk Is Being Ignored

The danger isn’t being disliked—it’s building something so polished, so filtered, so reasonable…

…it disappears.

Forget “good.”

Forget “safe.”

Forget “professional.”

Ask:

• Does this provoke a reaction?
• Does this actually matter to someone?
• Would I share it if I were on the receiving end?

If not, go back. Cut deeper.

There’s no demand for average.

There never was.

So why build for it?

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What have you been creating that plays it too safe, and what would it look like if you made it undeniable instead?