No standing out, no success. That's one of the reasons why so few of the more than 3,000 messages that the average American consumer is exposed to today succeeds. What we know is killing us. It's killing our business. All advertising could be only in emerging categories, to ensure freshness.
All advertisers can fire their agencies and bring in flesh blood.
All agencies can put only fresh talent on their client's business. So that leaves us with only one legitimate alternative. And that's the really hard part. First you need to know that what you know is not always an advantage. But that's probably not enough.