What The Middle Is And Why It Sucks

Glenn asks, "Can you elaborate on what the middle is and why it sucks? " Glenn, this is a great question. You know, to me, the middle is the commodity work and thinking that everybody else does. Meaning, it's what the market's doing right now. Like, it it's when startups pitch me, we're going to do something in the photo app space. You mean like everybody's been doing for the last 5 years. It's commodity work. You know, I think that if you're not trying to break things, you're not doing a good job. Or back to clouds and dirt, non-m middle, if you're not doing like, you know what's so funny? I've sat through four pitches today and I've liked two and one is because the two guys are just doing the work. They're like in the weeds. They're not doing the big holistic branding, thinking, gamechanging stuff. They're just executing, but at a raw level. I just find that there's not that many hardcore practitioners and there's even less big where's the world going you know what are those trends at the highest level or am I doing the kind of things at the highest level and so I don't really know how to explain the work but you're surrounded I'm sorry I don't really know how to explain the middle but you're surrounded by it 99. 9% of your life oh crap wait subscribe I need subscriptions because I push this many right hooks in social. So, subscribe