the current business climate is intense. The responsibility of a CMO grows by the day while the average tenure shrinks at the same pace. It is understandable why so many brands are taking the safe route, however the 'safe' route has become the quickest route to mediocrity. As a result, brand experiences have become bland experiences — a sea of sameness fixated on fractional differences that your audience ignores. Distractions have become good enough, but good enough is forgettable.