You will have seen this image of a goldfish making a courageous leap from his bowl on countless websites. It’s meant to convey a message about a company that’s not afraid to challenge the status quo, of course it’s now so ubiquitous, it does exactly the opposite.

Nobody in the marketing department got fired for using the leaping fish, and nobody who encountered it cared.

Our stories live in the gap between what we say and what we do.

The best brand stories by their very nature stand out because they feel new, and fresh, and true.

If you want something safe go with the fish.

If you want something meaningful go with true.

Image by McBeth.