Here in the Netherlands, fear of sticking out is an issue. There is a traditional Dutch saying “heads that stick up above the grass line, get hacked off” (Wie zijn hoofd boven het maaiveld uitsteekt, die wordt zijn kop afgehakt). Many countries have similar types of saying, in Japan it is the nail that sticks out; in the UK, tall poppies…
Brilliant modern promotion
Before I looked up this "off with their heads" phrase, I was only familiar with its modern sister: “dare to stick out above the grass line.” My advice to any company starting out or renovating their website is to do just that: touches of humor, quirky texts, personality. These all greatly enhance the final product.
Look at Coolblue and Bol.com: with imagination and humor they create ads that are shared, spread and enjoyed throughout the Netherlands. They are used as examples in lectures on marketing. Isn’t that the clearest proof of all?