There is no such thing as a low interest category

You see it all the time – Client briefs, agency presentations, awards papers – the great cop out.
This is a low interest category.
It’s the universal panacea, the ultimate excuse, the dog ate my homework of the marketing world.
No wonder the work is dull, the thinking is lame or the creative is vacuous it is after all a low interest category and we might as well all go home.
Image from ‘far from dull’ by Dominic Greyer.