Ryan Holiday

If you play it safe, you have to spend a lot of money to catch people's attention. But if you do things that are provocative or transgressive or different or unusual or experimental, well, not only is that stuff often cheaper, but it breaks through the noise. And so at American Apparel, you know, they didn't use they didn't use professional models. They didn't use Photoshop.

If you play it safe, you have to spend a lot of money to catch people's attention. But if you do things that are provocative or transgressive or different or unusual or experimental, well, not only is that stuff often cheaper, but it breaks through the noise. And so at American Apparel, you know, they didn't use they didn't use professional models. They didn't use Photoshop.

If you play it safe, you have to spend a lot of money to catch people's attention. But if you do things that are provocative or transgressive or different or unusual or experimental, well, not only is that stuff often cheaper, but it breaks through the noise. And so at American Apparel, you know, they didn't use they didn't use professional models. They didn't use Photoshop.

If you play it safe, you have to spend a lot of money to catch people's attention. But if you do things that are provocative or transgressive or different or unusual or experimental, well, not only is that stuff often cheaper, but it breaks through the noise. And so at American Apparel, you know, they didn't use they didn't use professional models. They didn't use Photoshop.

If you play it safe, you have to spend a lot of money to catch people's attention. But if you do things that are provocative or transgressive or different or unusual or experimental, well, not only is that stuff often cheaper, but it breaks through the noise. And so at American Apparel, you know, they didn't use they didn't use professional models. They didn't use Photoshop.

If you play it safe, you have to spend a lot of money to catch people's attention. But if you do things that are provocative or transgressive or different or unusual or experimental, well, not only is that stuff often cheaper, but it breaks through the noise. And so at American Apparel, you know, they didn't use they didn't use professional models. They didn't use Photoshop.

If you play it safe, you have to spend a lot of money to catch people's attention. But if you do things that are provocative or transgressive or different or unusual or experimental, well, not only is that stuff often cheaper, but it breaks through the noise. And so at American Apparel, you know, they didn't use they didn't use professional models. They didn't use Photoshop.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

They didn't use celebrities. They used regular people, men and women. Then they took sort of risky and risque photos that we then put in unique designs. So billboards, which I think were often underrated at that time. We bought on websites that people weren't buying on. We bought on social media when that was new.

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.