Being dull costs you two valuable resources.

Time. And money. Because nobody remembers you.

By the way, you’re dull when you do and say what they do and say. When you market your category because you don’t know why you’re different. Being dull is looking like them. Using words you don’t use. And being what you think they want you to be, instead of being the most excited and human version of yourself.

So when I say you can’t afford to be dull, it’s literally true. Being dull costs you two valuable resources.

Time. And money. Because nobody remembers you.

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