Not a Group Groups

A person standing isolated from a group of people, looking in a different direction.

We don’t only identify with what we are and what we want to be, but we just as strongly identify with what we’re not.

“I’m not a patient person.”

“I’m not a smoker.”

“I’m not a person who reads books.”

“I’m not someone who reacts impulsively.”

“I’m not a person who cares about the opinions of others.”

So if your creation doesn’t resonate with people who stand for something, find people who stand against something or people who passionately don’t want to belong to a specific group.

Push the Envelope