The best creative is unpredictably predictable,
that is to say, customers should know exactly how you might do something,
but have no level of certainty as to what you might do.
Constantly predictable and you’re unengaging.
Constantly unpredictable and you’re unfamiliar.
This means that your output should adhere to certain standards and truths.
While constantly challenging expectations and leveraging with new formats to stretch it’s boundaries.
If unpredictably predictable is the balance then it’s much easier to assess where you should focus your time.
If you’re a startup that is relatively unfamiliar, establishing a level of predictability is your goal, encouraging customers to form a somewhat consistent identity around your product.
Whilst if you are a large incumbent that hasn’t reinvented in years, then unpredictably might just be what is required to restore balance.
That’s the fine ratio.
We want to be constant enough to be immediately recognisable,
Yet different enough to be immediately shareable.