When people hear 'be original,' they picture something dramatic. A brand reinvention or controversial take. The kind of thing that gets screenshots and memes shares.

When that level of drama isn't available (which is most of the time) they default to safe and a little bland.

For a B2B consultancy, a law firm, a SaaS platform, an accountant, a meme-worthy post probably isn't often possible.

The mistake people make is thinking that if what they see as 'real' originality is out of their reach, it's okay to publish beige, middle of the road content.

Andy Lambert's answer to this, which forms the heart of Chapter 5 of The Beige Code, is that originality isn't something you invent. It's something you identify.

'Everyone has their own little narrow slice of the world that they see,' he said. 'It's our job to unleash that onto others.'

The Beige Code publishes 2 June, available for pre-order on paperback, hardback and ebook. https://mybook.to/thebeigecode