Marketers have a tendency to want to develop custom solutions, when what is needed is not custom but effectiveness.

Many great brands, people and ideas have gone before us and we can use these are "pieces" for what we are doing today.

Human needs, wants, desires and fears don't change. What changes is the way we present solving these emotions and how we solve them.

I would spend a lot of my marketing career building custom landing pages, when what all was needed was a simple templated solution.

All it needed to do was not be custom but to remind the person I was influencing of something - and those are two different things.

The thing with custom marketing is that it usually isn't the effective kind of custom, which is empathetic customization but rather is egocentric customization.