Roast the Alternatives

The Playbook

Communications that name the default with enough detail that people recognise it instantly. Then one image so specific it gets a physical reaction, texture and smell rather than adjectives. The blame sits on the thing beside them, never on the person holding it. One receipt, in a single breath, and only one. It closes on a verb, not a question.

The Outcome

Ideas that make the thing everyone tolerates look ridiculous. A position built on refusing what the category calls good enough. A campaign that gets a physical reaction before it makes an argument. Work that's funny at the default's expense and never at the buyer's. Switching feels like a status move, not a purchase. Nobody gets told off.