Retiring the box

Can we officially retire the phrase “think outside the box” until the end of the world?

I’ve been looking at a lot of ad agency websites lately and all of them think outside the box. If you pulled the copy from every agency website in America and presented just the words, they would all sound almost exactly the same.

For an industry that pushes unique selling propositions, we don’t seem to be able to find one for ourselves.

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