Every other day, I send out a letter that's a breeze to read, celebrating independent businesses that simply refuse to be boring, and the clever, unexpected, slightly bonkers things they do that make people stop, pay attention and remember them.

Boring blends in.
Joy cuts through.

People stop. They engage. They act.

Here’s your excuse to make business a little more delightful, and a lot more difficult to ignore.

Inside each letter
A story worth reading
An idea worth stealing
A reason worth smiling

📮 Show me the letters

Running a business is hard enough.

Joy may not be top of mind in how your business speaks to the world. Maybe that’s worth changing.

It’s easy to get buried in features, benefits, competitors and the thousand other things screaming for your attention. And when everyone in your industry starts marketing the same way, playing it safe can feel like the sensible thing to do. It’s also a remarkably good way to become invisible.

Oddly Obvious helps you look up from the weeds and see what’s possible.

Every issue brings you a story, an idea or an example of a business somewhere in the world that tried something different: something surprising, witty, playful or simply delightful. 

More importantly, something that worked. Something that got people talking, brought in customers, lifted sales, earned attention or simply made the business harder to ignore.

Because joy is a highly underrated business strategy. When you make room for a little surprise and delight, people notice. They engage. They remember.

And when they’re ready to buy, you’re more likely to be the business they think of.

“Different is better than better.”

And perhaps the easiest way to be different is to give people a reason to smile.