Consistency

This is one of the sentences I say regularly that drives people crazy:

“Consistency is great, but we don’t want to be consistently wrong.”

Consistency really is great when it reinforces good habits in your readers (weekly newsletters, daily posts, etc.).

It’s terrible when it’s used as a crutch to keep making the same mistakes over and over, because trying something new and different (or “weird”) is scary. It’s akin to saying, “That’s how we’ve always done it,” which is the last wheezing breath of a dying business.