Why is it that marketers believe their challenges are so different from others?  I hear it frequently, "Jeff, I appreciate that's what you've done for client X, Y and Z...but you have to understand...."  

Our Company is really different

Our Consumer is really different

Our Category is really different

Our Customer is really different

REALLY?

Don't get me wrong...I appreciate that each brand and industry has a unique set of circumstances that make challenges and opportunities theirs.  But it seems like more and more marketers are relishing in the drama being created about how different they are.

Having now spent the last 20 years of my life working in marketing across at least two dozen different industries and at least as many brands, i have to say most marketing problems are more similar than different.

I wish we spent more strategic and creative energy finding unique solutions to problems versus wallowing in the twised pride of having one or more of the "C's" being so different.