The importance of difference

Hello and happy Friday,

A few things on the importance of being different:

One thought

You’ll have noticed that this issue of One Last Thing is purple. Why?

To demonstrate of the Von Restorff effect.

It’s the phenomenon that the human brain easily recalls any stimuli that contrasts with its surroundings.

This may not be the best email you received today, but it’ll probably be the only purple one.

Two quotes

Henry David Thoreau, American naturalist:

"The path of least resistance leads to crooked rivers and crooked men."

David Perell, author:

“I have some friends whose careers are absolutely taking off.

And the common theme among them is how they've surrendered to their nature. They're done trying to be somebody they're not.”

One stat

88% of data on the internet is a copy or remix of other information.

Most content doesn’t cut through because people can get it (quite literally) anywhere else.

One image

Remember Maybelline’s 100s-of-millions-of-views underground ad?

It was a perfect combination of surprising and accessible.

Be different — within a context people easily understand.

And before I go, One Last Thing:

The crux of it is this:

Difference is far easier to achieve than excellence.

It ignites interest and triggers conversations.

And in the attention economy, that’s gold dust.

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Check out this episode of Unboxed to learn about Jamie Rawsthorne’s journey to be different (it’s an incredible pivot away from millions of subscribers) and subscribe for more.

You can also share this edition of One Last Thing.

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Speak in a week,

Jordan