As a younger man, I sometimes wore glasses when I didn’t need to. Because John Lennon wore glasses. Now I need glasses to read, I sometimes can’t wear them. Like when showering.

So why don’t shampoo, conditioner and body-wash packaging give me BIG FONTS? My arms are only so long, guys.

Many businesses fight a linear battle of better. Heads down, polishing away at the same pissy little things as each other. Marginal gains that we neither notice nor care about. If they got their heads up, thought more interestingly and just… differently. Magic happens.

After all, as we all know, it’s better to be different than it is to be better.

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