“Nobody gets fired for buying IBM”.

The phrase that sums up the idea of playing it safe.

And I think there’s probably a modern day version of this within media which a lot of advertisers and agencies are subconsciously a part of.

If every agency and advertiser sticks to the same formula, channels, tactics, and messaging, that's the surest way to become part of the noise.

It’s the safe bet.

But playing it safe is often the biggest risk of all.

By replicating what everyone is doing, you’re only adding to the clutter.

The most valuable commodity in today's world is attention.

To find underpriced attention, you need to look where nobody else is looking.

It's not about following the crowd, it's about finding your own path.

It's easier to follow the path of least resistance, but it's also the path of the least reward.

Get creative. Test new channels, vendors, messaging, audiences & innovations.

This doesn't mean blowing your entire budget on one big gamble.

But you need to consider how you'll drive the needle forward.

What's working now won't always work.

The game is always changing.

So, complement what's working with tests.

It's a critical part of staying ahead.

Innovation will help you win the game.

Because when you stand out, people take notice. And they remember you.