When we first moved to the area, I noticed a dentist's office nearby. The name of the office was, "The Tooth Boss."
What a silly name.
I'm imagining that the local circle of established dentists rolled their eyes. The Tooth Boss. What is this? Like "Masterchef" is to cooking?
I wouldn't be able to tell you the name of a single dentist's office within a 100-mile radius except my own dentist. Even though I'm sure I pass by dozens of dentists' offices each week.
But, I remember the Tooth Boss.
Sometimes to cut through the noise, you have to do things that the "establishment" finds ridiculous. After all, the establishment isn't really your audience, is it. All that matters is, you're noticed. People remember you.
And when you're noticed and remembered, you can create change.