1. WHY “TYPICAL”
SUCKS
A PLEA FOR BRANDING
THAT MAKES SENSE

2. Did ‘typical’ ever forward the progress of anythin
DID “TYPICAL”
EVER FORWARD
THE PROGRESS OF
ANYTHING?

3. Did ‘typical’ ever forward the progress of anythin
LIKE FIRE. THAT
WASN’T TYPICAL,
BUT IT MADE
THINGS BETTER.

4. Did ‘typical’ ever forward the progress of anythin
SURE, SOME PROTESTED
WITH “IF IT’S NOT
BROKEN, DON’T FIX IT.”
SO THOSE PEOPLE
ENJOYED RAW FOOD
AND COLD NIGHTS...

5. Did ‘typical’ ever forward the progress of anythin
WHAT ABOUT
THE WHEEL?
NOT SO TYPICAL.

6. Did ‘typical’ ever forward the progress of anythin
OR THE
DOUGHNUT?

7. Did ‘typical’ ever forward the progress of anythin
OR THE
TELEPHONE?

8. Did ‘typical’ ever forward the progress of anythin
OR THE
HANDSHAKE?
(AFTER ALL, THE WAVE WAS
WORKING OUT JUST FINE, WHO
NEEDED SOMETHING NEW?)

9. Did ‘typical’ ever forward the progress of anythin
WHAT ABOUT
OVERNIGHT
SHIPPING?

10. Did ‘typical’ ever forward the progress of anythin
OR
UNDERWEAR?
(I CAN HEAR IT NOW:
“I KNOW WHERE EVERYTHING IS,
WHAT DO I NEED THAT FOR?”)

11. Did ‘typical’ ever forward the progress of anythin
OR THE IDEA OF
IMPORTING THE
CULTURAL OASIS
KNOWN AS THE
COFFEEHOUSE?

12. Did ‘typical’ ever forward the progress of anythin
OR PORTABLE
MUSIC?

13. Did ‘typical’ ever forward the progress of anythin
WHEN YOU
LOOK AT IT,

14. Did ‘typical’ ever forward the progress of anythin
HOW MANY
OF TODAY’S
“TYPICAL”
THINGS

15. Did ‘typical’ ever forward the progress of anythin
STARTED
OUT AS
NON-TYPICAL
IDEAS?

16. POSSIBLY
EVERYTHING
?

18. WHY “TYPICAL” IS
BAD MATH

19. Did ‘typical’ ever forward the progress of anythin
USUALLY YOU
ADD 2 THINGS
AND THEY
TOTAL MORE.

20. Did ‘typical’ ever forward the progress of anythin
BUT WITH
TYPICAL,
YOU ADD MORE
TYPICAL AND
YOU GET LESS.

21. LIKE
LESS
IMPACT

22. OR
LESS
INTEREST

23. AND
LESS
MEANING

24. WITH
LESS
VITALITY

25. PROBABLY
LESSTO
INVITATIONS
CORPORATE PARTIES

26. AND
LESSTHE
RESPECT IN
MARKETING COMMITTEE

27. OR A NEW
NICKNAME
LIKE,“LES.”

28. SO NOW WE KNOW
WHY “TYPICAL” IS
BAD MATH

29. WHICH BRINGS
US TO THE
BOTTOM

30. Did ‘typical’ ever forward the progress of anythin
WHEN IT
COMES TO
BRANDING,

31. TYPICAL
Did ‘typical’ ever forward the progress of anythin
ISN’T THE
PROBLEM

32. Did ‘typical’ ever forward the progress of anythin
ACCEPTING
IT AS THE
ANSWER IS.

33. Did ‘typical’ ever forward the progress of anythin
HELP PUT AN END
TO THIS EPIDEMIC
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