As I mentioned a couple weeks ago, I’ve been learning new things in my industry (long tail keywords! empathy maps!) and thinking about it a lot as a whole. When you boil it down, we sell things people don’t need. Sometimes we do it terribly (ahem, Pepsi). Most of the time we do it forgettably.¬†And, as diving into content strategy is showing me, there’s just so much of the forgettable stuff¬†being churned out. You can get the science down, but what about any art?

But then, you see a really good commercial before a movie and it makes you think, “This industry might be ok.”

The version I saw in the theater only had “Do what you can’t” as an end tag, which was much more effective (trust your audience to make the leap, guys). But still. There’s good stuff out there to be made.