It’s lonelier on the road less travelled
It’s isolated on the open sea
It’s scary walking all alone
Pioneering requires bravery

Because it’s harder finding discoveries
where many have trampled before
If we aspire to make breakthroughs
we must venture and explore

And just as fresh discoveries
are best found on new terrain
It’s only fresh marketing tactics
that bring extraordinary gains

You can’t win hearts and minds
with marketing that’s boring
Trying evocative tactics is
both more fun and more rewarding

Plus repeating tired old formulas
is also forgettably unfulfilling
And it almost certainly won’t
get our target audiences clicking

We’re each contesting competitive ground
and must carve out a distinctive place
But there’s more room at the margins
Pushing boundaries creates space

And finding space from others
is the way to get us seen
It’s easier standing out when
you’re not one of the sardines

So it’s not risky being different
It’s risky not standing apart
Being distinctive’s not a brave move
It’s simply being smart

So go where others aren’t
and try what others won’t
Experiment more than rivals
and do the things they don’t

Let’s take the road less travelled
and sail on open seas
Let’s try doing something special
and reveal wondrous opportunities