“The world wants you to be typical, in a thousand ways, it pulls at you. Don't let it happen.”
Jeff Bezos, his last letter to Amazon shareholders as chief executive (2020, published 2021). The letter has a dash after "typical"; the section heading was "Differentiation is survival and the universe wants you to be typical".
Every agency website says the same five things. Say the one thing that is true of you and not of the others.
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