» Just how much opportunity there is . When I jumped into the deep-end of fintech by joining 11 : FS three years ago , it blew my mind how many smart people were working on big ideas . Financial services are the lifeblood of our world in many ways , yet so much of it is outdated and broken . Even now , 20 years into fintech , we ’ re still just scratching the surface . There is so much of this industry where more value can be delivered faster and cheaper , which is what innovation is all about . For those of us on the inside , it might feel like the white space is filling up , but all you need to do is look around you at the inefficiencies that still exist and you realise how much opportunity there is .

“ Lack of differentiation is a much bigger risk to your business than being rejected for not conforming to design norms ”

» There ’ s no balance . Brands should be doing the minimum they think is needed to conform . The rest – the vast majority of time , budget and focus – should be put on doing something different . Of course , I ’ m exaggerating slightly to make a point . You can ’ t just design something completely foreign and expect people to accept it . Make sure you understand and are anchored in some kind of acceptable norm . But the biggest risk by far for most brands is not being rejected , but being ignored entirely . The market is so crowded . There is so much noise being pumped out at the modern consumer . Lack of differentiation is a much bigger risk to your business than being rejected for not conforming to design norms .