South Africa, Sept. 2 -- Boring is a choice

I have heard it from manufacturers, engineers, chemical suppliers, logistics firms, compliance specialists and professional services partners. Clever people. Serious businesses. And every single time, they are wrong.

Boring is not a category. It is a choice. It is a decision a company makes, quietly and repeatedly, until it becomes invisible in its own market.

Here is what usually happens instead of storytelling. The company hides. It hides behind jargon that only its own engineers understand. It buys the same stock photo of a handshake that eleven competitors have already bought. It publishes a website that is really just a feature list wearing a suit. Then it wonders why nobody remembers th...