What would happen if we all strived for excellence?

On 3 June, 2017, Alex Honnold made history. This was the best day of his life.

He become the first person to free solo El Capitan in California's Yosemite National Park. To free solo means to rock climb without ropes or safety gear.

The thing that makes El Capitan so pants-shittingly terrifying is the sheer state of the wall. Most climbers take 3 to 5 days to climb, with ropes, the 3000 feet (900 meters) of vertical granite. It's considered the World's toughest climb.

Now imagine climbing a wall of that size just using your bare hands, climbing shoes and a bag of chalk.

It seems impossible. But not for Alex.

Because for him life is, 'all about performance . . . Nobody achieves anything great because they are happy and cosy'.

Now imagine a World where all brands were striving to challenge the impossible in their industries, just like Alex Honnold?

We all would react against them, saying ‘Boooo. Boring!’

The truth is the Business World strives for mediocrity. That's why most brands have become risk-averse and ads are boring.

The good news for you? We’re all so used to the mediocre that anything a little better will stand out.

P.S. This piece was originally posted in my Nishi weekly newsletter where I share colorful thoughts on copywriting + loads of helpful resources and interesting stories. Subscribe to my newsletter here.

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