Signal and Games

As people, we want surprise. No surprise, and we become bored. Too much surprise, and we become stressed.

In this regard, things that are completely normal, acceptable, routine, become part of the background noise of life. Surprise is signal.

Games that stand out have elements that are signal in the noise. Signal does not mean "good." It just means something that captures your attention naturally, is different, unexpected, unique.

Noise does not mean "bad." It just means same, ordinary, predictable.

Noise is the same experience behind a new name and purchase. There is an audience for noise. Thus there is a market for noise.

The market for noise targets a persona. A persona is an average across individuals. Averages imply same, ordinary, predictable.

There is risk associated with signal. You don't want to surprise people for the wrong reasons. If you are already making a living marketing noise, you don't need to take risk. Financially, you are safe in your market. Creatively, you are trapped in your market.

If you are new to the market, you attract an audience through uniqueness. Individuality is uniqueness. You can stand out by imbuing your work with your individuality.

The market for noise is large, but competition is fierce because everyone is trying to turn the same template into signal. The market your individuality caters to is niche, but there is less competition, because it is unique by definition.

Individuality, as signal, carries risk. It may distance you from a large share of a market. However, individuality is also the gateway to your niche.

Building noise is working for someone else, showing up to a market and asking what it wants. Building signal is working for yourself with a chance a market emerges. What do you want to build, and why?