Kill the Obvious, Ruthlessly.
Strategist—no matter your industry, the obvious is your enemy. Snap your fingers and make it disappear.
What Does “Obvious” Mean?
The obvious is what everyone expects. It’s the easy answer. The default move. The thing competitors are already doing and consumers have stopped noticing.
It’s the overplayed, predictable, version 2.0, rinse-and-repeat feature.
It feels right because it’s logical and stakeholders love it.
It’s also the most dangerous trap in strategy.
If you can’t say something truthful to make consumers believe why this is better… kill it.
If it’s too obvious, it’s BS.
Examples of the Obvious in Products
Smartphones: “Our camera is better.”
(Every phone says this. No one cares anymore.)
Electric Cars: “It’s sustainable.”
(Sustainability is table stakes. What else?)
Streaming Services: “More content.”
(More? How about you lower the monthly fee?)
Laptops: “Faster processor, new colors, blah blah blah”
(Marginal gains it’s not why people buy laptops today.)
Fast Food Chains: “Fresh ingredients.”
(This should be a given, not a differentiation.)
Auto Dealerships: “Best price, best service.”
(Everyone claims this…therefore, “you are a lier”)
Makeup Brands: “Now with hyaluronic acid.”
(Innovative benefits? What else?)
Tourism & Hotels: “Unforgettable experience.”
(It is supposed to be unforgettable.)
Why the Obvious Might Be a Trap
The obvious feels right because it’s familiar. But that’s exactly why it fails.
If everyone says it, no one hears it.
If it’s safe, it’s forgettable.
If it’s expected, it’s ignorable.
If it’s a brand, it’s not human.
The obvious wastes time and budget and marketing leaders are getting the ‘nod’ from the agencies on messages that don’t move the needle.
Is the Obvious Ever a Priority?
No:
It’s a known, assumed, or expected feature.
It taps into a user-experience weakness we can’t fix.
It relies on external factors we don’t control.
It requires credibility, budget, or patience we simply don’t have.
It can’t be measured, again, and again, and again.
Yes, when?:
It’s genuine and human, and you are 100% sure you can own it.
And when the same tired ideas inevitably creep back into the conversation (because they always do), kill it, ruthlessly.
When in Doubt: Kill the Obvious.
Need help? Use This AI Prompt to Remove the Obvious and Find What’s Unique.
Prompt:
I’m refining a marketing campaign and need to remove all obvious, generic, and overused elements to make it sharper, more compelling, and differentiated.
Here’s the campaign concept: [Insert campaign details, target audience, market, location, messaging, and channels].
Many obvious elements in the information provided won’t capture attention due to market saturation with similar products. Help me identify:
Overused messaging
Expected visuals
Ineffective calls to action
Industry jargon and filler words
Standard campaign structures
Now, tell me:
What is unique and not obvious about this product?
How can we find a powerful insight that is fresh and different?
Provide direct, clear, and precise alternatives that elevate uniqueness.
Each phrase should be 10 words or less—zero redundancy.
Avoid obvious observations—focus only on what is unique and exclusive.
No complex terms—keep it simple but impactful.
I need a bold, fresh, and non-obvious perspective that cuts through market noise.
