You have to find your own shtick. A Picasso always looks like Picasso painted it. Hemingway always sounds like Hemingway. A Beethoven symphony always sounds like a Beethoven symphony. Part of being a master is learning how to sing in nobody else's voice but your own.

Hugh MacLeod Ignore Everybody: and 39 Other Keys to Creativity
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Stuff designed to make them sound clever and make us part with our money. Which is fine, but their shtick isn’t the whole story. Buzzwords are not the word of God. The Internet doesn’t work the way it does because some clever person in New York or Shanghai has decided she needs your money. No, it’s something far more universal and egalitarian. The Internet works best when we’re all trying to share stuff. Not just the corporations and the Internet millionaires, but you, me, everybody else on this planet.