Aggressive thinking pushes us in new directions. Consensus thinking leads us into new territory about once every two years. If your economy is fine, consensus works. If the economy is bad, consensus kills. For some companies (and some governments), they don’t want new territory. They want to stay neutral. You can tell when companies are staying neutral. Their comments consist of worn, over-used phrases. If you’re hearing these phrases, the reason is simple: They, the company, the government, want to stay in known territory. Notice how boring most advertising is? They’re in known territory. Get used to this. You’ll be seeing a lot more of it.