If you’re responsible for marketing, here’s some good news. Most of what’s out there is mediocre. Most websites. Most billboards. Most TV spots. Most social media efforts. Most e-mail campaigns. Most print ads. Why is that good news? Because it means that the bar is set pretty low. It means that if your message has a big idea driving it and is well-executed, it automatically enjoys an advantage and will be more effective. If you invest money on media, but settle for mediocre execution, your investment is mostly wasted. The bar is set low. Raise it for your own marketing, and see the difference it makes.