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People Hate Advertising – And That is Why You Should Love It

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The current meme sweeping the entrepreneurosphere is “A product has to be 10x to 20x better than current solutions to win” because the market is stacked against a start-up.

I buy into this, generally. A product can’t be a little better to overcome switching costs. It has to be a lot better.

Good news: It seems that everyone thinks advertising sucks. All you need to do is make a product people don’t hate and it will 12098205820458420x better than the status quo.

My personal feeling: This is a tricky subject because it probably has to do with the creative experience. Agencies hate digital advertising because it lacks the story arc and interruptive attention-grabbing qualities of TV. Consumers hate TV ads also. You don’t want the solution to be one-off brilliant creatives a la subservient chicken. It needs to scale. But it probably isn’t 100% algorithmic. It probably has to do with better creatives, but it also has to do with better targeting.

Good luck!

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