Remember the first time you flew on an airplane? Remember the thrill? Remember actually watching the safety instructions? Now think about how you feel when you fly today. You ignore the safety talk and focus on email or Snapchat, just trying to get comfortable. You may not even look out the window. The things we’ve seen and done before are incredibly easy to gloss over. They simply don’t engage us. So if your digital ads, your website, your print ads and your video content all look like the same things we’ve seen before, no one cares and no one pays attention. The most basic — and overlooked — idea in marketing is that you have to stand out. If no one’s surprised, no one’s paying attention.