You’ve only got yourself to blame. Or rather you should only blame yourself. If everyone took this attitude we’d soon be rid of the clichés. If everyone said I’m not settling for this because everyone’s used it before, all of a sudden there’d be a discussion point.

With the inevitable question: how do we come up with something that’s not been done a million times, something that isn’t a literal interpretation of the point we’re trying to make? That’s where it starts! It’s funny because every marketing agency, B2B or otherwise, claims differentiating strategy and creative work as standard.

WHY then? Why is it so rare?