The middle is no place to be.
Ask Middle Children and they’ll tell you. Hell, they’ve even got their own syndrome.
There are 2 lanes that matter in traffic: the fast lane and the slow lane. The people in the middle lane have no idea what they want to do.
What’s in the middle of a ring doughnut? Nothing. A hole. A large amount of zero.
Fence-sitters hang out in the middle.
You see where I’m going with this? Being in the middle is being safe. It’s not comitting one or the other to anything. It’s not standing for something. It’s not courageous.
Why would you want your brand to be forgettable? So grow a pair and make a call, take sides, change lanes…and believe Willie Nelson when he says don’t mess with Mr Inbetween…
The exception: The only time it’s cool to be in the middle is if you’re the rock landing in the centre of the pond – where you can make a huge splash and shake up everything with waves and ripples… Ever notice how when ripples hit the edge of a pond they come back towards the centre? Think about it…