This document discusses the importance of standing out and creating a disturbance to be noticed, as only unusual things are seen, understood, remembered, and talked about. It notes that usual things, no matter how elaborately designed, are easily ignored, overlooked, barely noticed, and soon forgotten. The document attributes this perspective to David Mattingly.

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3. ‘If you want to be noticed you must create a disturbance
because only the unusual gets seen, understood, remembered
and talked about because the usual, no matter how tarted-up
or elegantly contrived, is easily ignored, passed by, little noted
and soon forgotten.’ David Mattingly