On being a little risky.

Don't ask us why we were watching the Golf Channel the other day. Maybe it was fate, because lo and behold we found the perfect metaphor for describing how to make a lasting impact in marketing. And his name is Ian Poulter.

You see, the dude's never won a PGA event in his 13 years as a pro. And he's not especially great looking. But you know what? He's making a name for himself anyway, letting his garish fashion sense and flair for the dramatic demand the attention his golf game doesn't.

We – as in agencies and clients – can all learn something by following his lead.

People won't remember the bland – those who play it safe. Instead, we like the risk-takers. We pay attention to them. We spend a moment with them while we ignore the ones who don't dare.

Note: We should say here that we're each exposed to roughly 3,500 marketing messages a day. And that rising above the noise takes original thinking that can break through the clutter. Blah, blah, blah.

But, what we really mean is this... It's a big, busy world out there. If we don't give our customers a reason to notice our brands, they won't. Plain and simple. And it's just as true for cheeseburgers as it is for blade servers.

Not everyone can wear lime green pants and a fedora in public. We can, however, express ourselves similarly – in a way that ensures we'll be seen and heard just as creatively.