It’s not bad, but it’s also not good. It is the place we visit when realise we should do something, but don’t believe in it enough to put in the effort. Our customers expect it from us, but we cannot justify the expense to do it properly.

This is precisely the message it sends to my customer. I know you expect it, I acknowledge your expectation and will meet it with the least amount of effort just to keep you happy.

It’s true, my customer won’t be unhappy. They will also not be inspired. They will feel about my product just like I feel about what is important to them, it doesn’t justify the effort.

It’s just average.


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