Incredible and Invisible.
In the marketing chaos across different medias, your campaign, your ad text, your mailer, your jingle or your TVC has to be incredible to catch the attention of your target audience.
There is no good enough. There is no okay. If it is not incredible, it is invisible.
If the question is “How do I get incredible?” The answer is by having the time, money, culture, people who can say and hear the word ‘NO.’
Side Note: Considering the pressures (internal and external) that we have, NO is a luxury.