How to stand apart: two ways.
There are two ways to stand apart with your message:
Sheer and utter spectacle.
Empathy and emotional engagement.
Now, spectacle - that’s a trap. Chasing the dream of going viral through nothing more than shock and surprise is very expensive, and it’s usually impossible to pull off engagement.
Engagement, on the other hand, that’s even more powerful, and it’s repeatable.
So, are you chasing spectacle? Or creating engagement?
