The Originality Trap

Welcome to the originality trap: the belief that repeating a format means repeating the thinking.

When we confuse format fatigue with message fatigue, we start chasing novelty for its own sake.

But here’s the real trap: we start chasing novelty of FORM instead of novelty of IDEA.

And in corporate communications, that’s how great messaging dies.

Because originality of content is what drives resonance.

Originality of format is just... packaging.

• Another infographic doesn’t mean the same infographic.

• An animation isn’t less effective because you made three last quarter.

• An interview film isn’t boring if the story’s real and the person matters.

The question isn’t “Have we done this format before?” It’s “Have we told this story before?”

Corporate comms doesn’t need new for new’s sake. It needs clear, honest, and right for the moment. Because originality isn’t about shiny assets. It’s about telling the truth in a way people haven’t heard yet.

That’s the real creative play.

The best creative doesn’t avoid repetition - it earns it. Because a good story, told well still hits.

A clear truth still cuts through.

In the cartoons we grew up with, the villains returned every week.

The heroes did too. Same mission, better tools.

And that’s what we’re doing here.

Because if the world still needs saving, you don’t ditch the sword - you sharpen it.