A common occurrence I hear from clients when discussing the attributes of their brand follows something along these lines: "We want it to look professional, but still playful."
Reading between the lines, what they are saying is this "we don't want to turn anyone off, so we are cool without adorning a personality that would offend anyone."
You cannot build a brand off that. Professional and playful are polar opposites on the spectrum. Your brand becomes a tied to two horses pulling in opposite directions and you go nowhere.
This comes in common forms, like companies that tout innovation and creativity, yet stick to a corporate blue because it won't offend anybody. Or the companies who claim to be different but choose to speak and act like their already successful competitors.
What would have been an otherwise inventive and distinct brand is torn in half by a lack of commitment.
Rather than trying to be everything, be something.
Startups frequently align with the idea that you need to be absolutely perfect before you launch your product/service. That's a surefire way to never make progress.
Part of me thinks it's because they want to be seen as the best and idealized, rather than being something good.
I'll be honest, I know my website could improve. I know I launch articles and newsletters with spelling errors. I know that I sometimes forget pieces of information that would have made a difference in a sales call. But we cannot go on expecting that everything has to be, or will be for that matter, perfect.
It's as if startups conflate being vulnerable and human with being undesirable. That fear of being undesirable is a dragon, snarling and biting, waiting to inevitably breakdown your door and consume you rotisserie style.
Screw that, take the offensive. Launch with imperfections, bumps, and blemishes to say, "we are not perfect, but we will continue to get better."
Slay the dragon.
You cannot expect things to change without making a change yourself. Einstein said that doing the same thing over and over again, but expecting different results is the definition of insanity.
Why the title "Cambio Falso?" I've been watching Narcos, so Spanish is on my mind. It translates to "false change." Meaning, a benign attempt that yields little progression, a band-aid to cure cancer.
The point? Dive deep. Look the ugly of your company in the face and decide to make a freaking change, a real change. One that makes you feel uncomfortable. If you fail, you're no better off than where you are now.