The Mad Hatter tells Alice:

“You used to be much more muchier… you’ve lost your muchness.”

Muchness, to me, is a distillation. It’s the pucker of flavor and punch of a story well told.

It’s the personality that’s been lost to the desperate need for more content for the sake of more content.

What gets lost when you water down the message with more? You lose the salt and flavor of your brand and you lose your audience.

It’s a numbers game, they claim. But while more content equals more eyes, what does it do to the work? What happens when we all rush towards mediocre?

I never want to say it ordinary.

I’d rather say it well. I’d rather tell a good story, than sink more work into a sea of same.

That doesn’t mean you can’t say it simply. Or straightforward.

It means you should say it with muchness.

Because if it sounds like just about any brand in your industry could say it, you’re not saying anything at all.