“It might not be for you”

If you walk into a noisy bar and ask why they don’t have Chopin on the jukebox, they’re unlikely to accommodate you.

The same is true if you go to a BBQ joint and insist on sushi.

Most of the brands we truly care about stand for something. And the thing they stand for is unlikely to be, “whatever you want, we have it.” It’s also unlikely to be, “you can choose anyone and we’re anyone.”

A meaningful specific can’t possibly please everyone. That’s the deal.


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