It's clearly more fun to make the rules than to follow them.
Sometimes, we're so focused on being consistent that we also lower the bar on amazing. After all, the thinking goes, if we can't be amazing all the time, better to reset the expectation to merely good. Which robs us of the ability to (sometimes) be amazing.
If you can't be remarkable, perhaps you should consider doing nothing until you can.
Marketing is no longer about the stuff that you male, but about the stories you tell.
The first step to getting good is admitting that you aren't (yet).
You can win with consistent benefits, delivered over time. You win by incrementally earning share, attention and trust.