The gap in the market is ordinary

Marketers love adjectives. Crunchy spreads. Crispy chips. Silky oils. It’s what we do — add a word, make it sing.

But sometimes the real gap in the market is in the quiet. In ‘ordinary’. In the absence of any adjective at all.

Who says ‘ordinary coffee’ anymore? Or ‘ordinary bread’? We’re so hooked on hype that ‘ordinary’ feels like a downgrade. But maybe ‘ordinary’ is the upgrade we’re missing.

‘Ordinary’ doesn’t overpromise. It doesn’t have to. It’s the first sip of coffee on a Monday morning. The bread you’ve been buying for years. It’s the calm in a world full of noise.

Yes, there’s a gap in the market. It’s called ‘ordinary’. It’s been there all along — if you’re brave enough to see it.