Sometimes you just can’t have a remarkable product, so you make it remarkable through stories or some other means.

If you can make brown shoe laces remarkable you can make anything remarkable.

I think having the same brown shoe laces as everyone else isn’t ever going to be remarkable, but the campaigns you push might be - and could push the product so directly into the consumer’s line of sight that they can’t miss it.

Regardless, even if your product isn’t remarkable, you can always attach a story to it. Get the story right and people will talk about it.

I like your take. I do think though it is a little false in its promise - not every product is remarkable, or rather, perhaps some are remarkable because they are genuinely good, others are remarkable in a “It’s remarkable that made it through r&d” sort of way.

You touch on niches though and I think that is important. Someone, somewhere, will probably think there’s something about your product that is remarkable. Provided it isn’t just your mother, then you’re likely onto something.

Big fan of your story aspect too. We’re nothing without stories!