Every piece of marketing that enters the world is born with a set of edges to it.
While the marketing idea born with the potential to reach and influence people - it is defined by it's edges.
If something is for everyone and every single thing, it by definition had no edges. It is flat, dull and generic.
Brands and people we look up to have edges. They have edges because they believe in something.
Edges can be based on belief. It can be based on where you are going or who you are serving.
But most of the time the edges are defined by what you don't do rather then what you do.
What are your edges? What won't you do to create them?