I love the phrase, “Non‐obvious content.”
Gina Pell and Amy Parker are the ladies behind TheWhat, a website and email with curated content that has more feminity than I can digest in one sitting. But they think outside the box. I love that. And they’re behind the phrase “non‐obvious content.”
Striving to think outside the box motivates a lot of what I do. I love to reveal tiny things that most people miss in their daily lives. But of course, what I find interesting is not always what you find interesting. Such is the nature of personal taste.
It’s always exciting to find another person who appreciates an obscure thing that you enjoy. It’s thrilling to discover something new and fresh. And it’s more thrilling to share that with someone.