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🍣 The anxiety of "not being interesting"
Hey – Rob here. There are two types of brand anxiety: having so many interesting parts that you're afraid of focusing on the wrong one, or feeling you don't have enough interestingness, and therefore not focusing on anything at all. The latter is often where B2B brands fall short. "We're in a boring category", they say. And then fear and anxiety kicks in. But this is a denial of every organisation's inherent sense of freedom and responsibility. Sarah Bakewell, channelling the existentialists'...