Undefinable

Undefinable:

If we were a typical company, we would advertise what we do. 

The thing is, when you start thinking like that, you have to try to define yourself. In describing yourself, you must tell people what’s unique about you. 

That isn't easy to convey in a world like ours with rampant commoditization. People are so busy they don’t have the time to invest in figuring it out.

You are tempted to create new terms because the world doesn’t operate by the same labels they used to. These new labels don’t always work well because people must quickly understand.

And anyway, definitions limit you. 

A definition is translated by others through their definition of the term. We wouldn’t do that because we’re not your typical company. We’re uncommon. 

Uncommon Things