Posted by Kirsten Gibbs Last updated 20th February 2023 reading time
When you buy off the shelf, you're buying from someone who's producing for people who do what everyone else does, the way everyone else does it. That's what 'mass-market' means.
This doesn't mean that you shouldn't buy off the shelf. Just that when you do, you should be clear that whatever you're buying really does serve what you do, the way that you do it.
Otherwise you'll end up having to act like everyone else.
