Marc Worth sold his fashion-trend forecasting business, WGSN, for £140m in 2005.

Now he’s set up a rival, Stylus Fashion. This will only be available to 100 companies, at a cost of £50,000 a year, with Worth believing this will be a nailed-on success because:

“Instead of looking for inspiration, brands are relying on templates and, because everyone uses the same templates, there’s no competitive edge. Ultimately, a lack of creativity damages the bottom line.”

Regular readers of these articles will know we call this the ‘Rule of 3 Cons’ and it’s rife amongst housebuilders’ ‘creative’ marketing communication. Here, there is a massive ‘creative’ convention and conventions=convergence=confusion amongst consumers, with £millions wasted on websites, brochures and advertising that, unbelievably, compound a lack of differentiation.

Fortunately, help is at hand; here at MMS we have a number of ideas on how to counter convention. And the even better news is that it’ll cost you a good deal less than £50,000 per annum in fees!