Happy New Year, I haven't a clue what will happen and neither have you

Happy New Year etc.

By now you'll bebored of predictions for the next decade.  I know I am. It's virtually impossible to predict the future, you can only create it yourself. Try new stuff and keep doing what sticks. 

We all know the Byron Sharpe consistently built distinctive assets stuff, but the problem with consistency if your not careful is that others copy you, or with the low attention span folks have these days, you'll get noticed less. 

So the the only safe strategy is to consistent surprise. By all means, make sure what you do looks and feels the same, but don't let what you do become predictable.

Look at the best books. Every page and chapter is different, there are twists, turns and revelations. Every single word is building towards the same narrative though. 

That's how I think you need to consider brands today. A series of surprising experiences that add up to a consistent picture, not the same thing over and over again.

Anyway

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[Aliza Simith]

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