Have you ever said, this release or content shouldn’t Work, but It Does Have you ever told yourself or to client that this release , or content, according to industry norms, shouldn’t work – but somehow it works for you? Then there’s the practice called percussive maintenance or thappad therapy where you give a quick smack to the back of an electronic device that’s acting up to bring it back to life. There’s absolutely no reason why this should work. But, somehow, it does. I call these “idiosyncratic practices.” In many cases, these practices not only work, they help us to be the best versions of ourselves and do our best work. I see versions of idiosyncratic communication practices all the time. For example, there’s the organization where every single person on the 10-person content marketing team, including the CCO, reviews every piece of content that goes out the door. It should be a massive workflow bottleneck, but it’s not. Th...