Everyone asks:

“How do I get to the top of Google?”

“Should I run search ads?”

Answer: don’t bother too much, unless your product is a commodity.

If your customer already knows what he wants, and there’s no other way for him to find you, SEO and ads can work. Otherwise, you’re playing a losing game.

Search ads: pay to win. SEO: pay with work, not money.

Both reward the same formula: standardized products, competitive markets, copycats.

Think:

• Plumbers, chauffeurs, heating repairs, web agencies.
• Coffee makers, solar panels, phone chargers.
• Personal development books, mugs, t-shirts.

Everyone fights for the same clicks.

Today’s winners get stronger. Tomorrow’s competitors don’t even show up. Power law on hyperdrive.

Meanwhile, the web is changing. AI-written pages flood search results. Chatbots answer questions before humans even search.

Attention is no longer captured with a perfect keyword or a bigger ad budget.

So how do you win? How do you catch attention?

Don’t play the commodity game. Don’t compete for clicks.

Become memorable.

Humans, not bots

Tesla doesn’t advertise cars. Yet everyone knows Tesla.

Why?

They show their cars beating the fastest competitors.

They send a car into space.

Their cars dance. Literally.

Red Bull didn’t sell me energy drinks with a stratosphere jump. But I remember the jump - and the brand. So do millions.

Memorable experiences, bold ideas, unexpected feats: that’s what sticks. That’s what drives word-of-mouth, press coverage, social shares.

Humans buy. Humans remember. Not algorithms. Not bots.

Stop optimizing. Start impressing.

SEO and ads are fine for lookalike products. But if you’re building something remarkable, they’re a distraction.

Invest in ideas humans will talk about.

Make something that sticks in memory. Make it funny, extreme, surprising, beautiful, or weird… anything that leaves a mark.

Because in the end, the biggest winners aren’t the ones who mastered keywords.

They’re the ones humans remember.