Bet you didn’t see that coming
Runway is a beautiful website, but that’s not why people talk about it.
They took a boring category (financial modeling) & made it cool by tapping into something familiar yet unexpected; in this case, air travel.
If you want to break through the noise, you have to defy expectations. Surprise your audience. Make them feel something. But in a way that genuinely makes sense. Authenticity is everything, and people can smell bullshit from a mile away. Resist the urge to be different for different’s sake. Just ask Jaguar.
Because here’s the thing: In order to surprise someone, you have to first understand them. Not just their frustrations, but their aspirations. Start with the insight before jumping into design.
As the world vies for attention, the most unexpected (yet genuine) story will win.
