Standard versus Unique

The other day, I read a statement made in a forum that caught my attention and got me thinking. The statement was, “Everybody knows that the more standardized you are and the more you buy off-the-shelf, the more cost effective it will be for both implementation and on-going maintenance.” The word, “standardized” struck the biggest nerve with me. “Standard” is synonymous with “normal.” Who really wants to be normal? What is normal anyways? When did the wonderful wizard in the land of oz set these standards? If you deviate from normal or standard does that make you abnormal and substandard, or unique and innovative?

I conquer that in some IT instances off-the-shelf solutions may meet a need or a few at a reasonable cost, but just as off-the-shelf is limited in its capabilities, it has limitations to its applications. Off-the-shelf doesn’t work when you’re trying to establish differentiators between your organization and that of your competition. In promotional terms, off-the-shelf isn’t part of the repertoire. It’s high time we rethink “standard.” Perhaps that which is standard is in fact substandard.

At Dynamic Digital Advertising (DDA), we’re proud to say that everything we do is custom! From an anatomical hand-drawn illustration to an interactive website and beyond, the graphic design, programming, copywriting, animation, video, and more is done in a way that creates an end product unlike any other. Plus, we can develop administrative back-end systems that enable you to manage on-going maintenance in effective and pragmatic ways. DDA doesn’t make you fit into a set mold; rather you are the mold.