BE THE MOST UNLIKELY.

Average is now a commodity. The only value left is being deliberately unpredictable.

The Problem

AI is pushing us towards average—it's a prediction engine. It predicts the most likely answer, solution, or reply. And it's really good at it.

"Best Practices" are pushing us towards average—it's literally copying the ideas of others.

Which means: If your work is predictable, you've already lost.

When you think about "most likely," what comes to mind?

• ×Average

• ×Familiar

• ×Generic

• ×Forgettable

The Solution

Be the most unlikely answer, solution, or reply. Be differentiated by design.

The most unlikely stands out.

The most unlikely is remembered.

The most unlikely is talked about.

When you think about "most unlikely," what comes to mind?

• →Counter-intuitive

• →Curatorial taste

• →Boundary-pushing

• →Surprising

• →Refreshing