“Doing what works” works for some things…

Here’s where you should do the opposite:

#1 Boring content Safe content ideas are boring. Risky content ideas are interesting.

We’ve all read the article you’re thinking of writing already. We’re all desperate to read the one you’re scared to write.

#2 Boring mission Ambiguous goals are boring. Ambitious goals are interesting.

Most corporations have CSR now. What makes your mission something we can get emotionally involved in?

#3 Boring connection Pleasing everyone is boring. Pleasing your chosen crowd is interesting.

Pleasing those people will put off lots of other people. Are you brave enough to push them away to draw in your chosen crowd?

Safe ideas are boring (everyone is doing them). Risky ideas are interesting (nobody is doing them).

Want to be interesting? Take a chance.