For many people average means boring.

For marketers however average means the end. 

And not the level up, winner takes all, grinning with success, end.

The end as in end of the road, dead end, fade (not rage) against the dying of the light, end.

If you say you have an average product you have already lost.  

It can’t be average – to have any cut-through in today’s niche, fragmented, demanding market, your product has to be meaningful, has to be differentiated.

To succeed you cannot have an average product .

And to say you have an average customer is lazy. 

With all the data out there, with all the technology and psychology and niche behaviours and subcultures to say you have an average customer is bad marketing.

Know your customer, know what they want.

Know they have more choices and less time so they ignore more stuff.

If you have an average product and promote it as such with no understanding and no segmentation and customisation and personalisation of message your customers will ignore your product and you.

There should be no average product.  

And there is no such thing as an average person.