You Didn’t Come This Far to Play It Safe
You’ve heard it before: no risk, no reward. In marketing, that isn’t just a saying, it’s reality. Brands that play it too safe blend into the noise, while the ones willing to test, experiment, and push boundaries are the ones that stand out.
We’re also willing to bet you didn’t start your business because it was the “safe” option. It was the option that took commitment, planning, and yes, bravery to go for it. You weathered the intricacies and little details, learned the ins and outs, all to do something you loved regardless of whether it meant the easy or predictable road. So don’t fall into that trap now, as tempting as it might seem.
Comfort Zone = Danger Zone (to a Point)
The comfort zone feels safe, but it’s also where campaigns stagnate. Relying on the same platforms and repeating the same tactics may deliver “good enough” results, but it won’t capture attention for long. Audiences crave fresh ideas, and competitors who take risks will be the ones to grab it.
We’re not saying go out there and do something shocking for shock value alone. Rage-bait does not make a viable campaign, and angering your audience or making them question your judgment definitely won’t make them invest.
Taking risks doesn’t mean being reckless. Smart marketers know how to experiment strategically: A/B test new creatives, pilot campaigns with small groups, or try emerging platforms with measurable goals. It’s about innovation with a safety net, not chasing every trend blindly. Throwing TikTok dances out into the void isn’t a coherent branding campaign and will most likely just make your audience lose faith in you. (Unless you’re Gap. Well done, Gap.)
Reward in the Risk
If you can find the balance between shocking and memorable, the payoff is worth it. Boundary-pushing campaigns get noticed, connect emotionally, and create competitive advantage. Think Old Spice’s quirky reinvention, or early adopters who embraced TikTok before it exploded. These ideas went against the grain and probably felt risky, but ultimately they sparked conversations and shifted brand perception in powerful ways.
Of course, risks come with fear: fear of wasting budget, backlash, or failure. But the bigger risk is doing nothing new. In a crowded marketplace, irrelevance is more dangerous than a misstep. Even failed experiments teach you more than standing still ever will, and sometimes they can be pretty memorable in and of themselves (Pepsi and Kendall Jenner, anyone?).
The key is pushing boundaries safely. Start small, let data guide decisions, involve diverse perspectives, and always have a backup plan. This way, you can explore bold ideas without putting everything on the line.
At The Relish Jar, we know the greatest risk isn’t failure. It’s standing still. We’ve also gotten really good at crafting content that pushes the envelope without tearing it open completely, so if you’re struggling with the idea of going out of your comfort zone, we’re here to help.
