As I was walking by Shoreditch High Street station, I was stopped by a representative from Spotify, asking me if I’d like to “recommend-a-song”. They had a musician stationed on the pavement with a big Spotify sign behind him, and he was playing songs requested by the public. I declined Spotify’s kind offer, and continued on my way.
What bugged me about this gimmick was that such an utterly, uttlery mediocre idea ever saw the light of day at all. Even the Spotify rep seemed embarrassed by the work she was being asked to do. The fact is, an organisation with less financial muscle than Spotify probably wouldn’t have rolled out this “recommend-a-song” thing, they couldn’t have afforded to. Companies like Spotify can basically come up with fairly ordinary ideas then buy an audience for them via advertising.
The point here is not to be tricked into thinking that mediocre works, that there is no point in striving for anything more. The vast majority of us don’t have the clout of a Spotify, we will only succeed through the excellence of our efforts, by delivering special work.