"Being interesting"

"I always tell students they will usually have to make a choice.

On the one hand: being right, but dull.

On the other hand: being wrong, but interesting.

So which should they choose?

I say go for interesting every time.

Why doesn’t most advertising work?

Because it’s ‘right’.

It’s been debated, discussed, argued, briefed, researched, debriefed, rebriefed, until it’s ‘right’.

And that’s the problem: it’s right.

It’s not interesting.

It’s not interesting, so no one notices it.

No one notices it so no one remembers it.

No one remembers it so it doesn’t work."

>>>>>>>>>> Dave Trott