The Sameness Trap: Why Platforms Reward Conformity Over Greatness
In a recent episode of Rick Rubin’s Tetragrammaton podcast, Tobias Lütke, the founder of Shopify, shared a maxim that struck a chord: You must be different to have any chance at being great. If you aspire to fit in, to be the same, you have no chance of being great. This idea resonates deeply, not just as a personal philosophy but as a critique of the creative and economic systems we navigate today. In my book, I explore what I call the “sameness effect”—the phenomenon where digital platforms, driven by algorithms and business incentives, reward more of what already works, flattening creativity into predictable, replicable patterns. Lütke’s maxim and the sameness effect are two sides of the same coin: the tension between the pursuit of greatness through individuality and the systemic pressures that favor conformity.
The Allure of Sameness
Platforms like Instagram, TikTok, and YouTube dominate our cultural landscape, shaping how creators produce, share, and monetize their work. These platforms thrive on predictability. Their algorithms are designed to surface content that aligns with what’s already popular, what’s already proven to engage. If a dance trend goes viral, the algorithm amplifies more of the same—slight variations, remixes, or outright copies. If a particular style of thumbnail—say, a shocked expression with bold red text—drives clicks, creators are nudged, implicitly or explicitly, to replicate it. The result is a feedback loop where sameness becomes the currency of success.
This isn’t accidental. Platforms don’t just tolerate sameness; they incentivize it. Why? Because predictability de-risks their business model. A creator who produces unique, unpredictable content is a wild card. They might resonate with millions, but they might also alienate audiences or fail to fit neatly into the platform’s advertising ecosystem. In contrast, a creator who churns out familiar content—nameless, faceless, and fungible—slots perfectly into the machine. They’re replaceable, which gives the platform leverage. They’re consistent, which makes audience behavior predictable. And they’re scalable, which ensures advertisers get reliable returns on investment (ROI).
The economics are clear: platforms capture more upside by cultivating a sea of interchangeable creators rather than a constellation of stars. A celebrity creator with a distinct voice or vision—someone like Tobias Lütke’s archetype of “different”—can outshine the platform itself. They command loyalty, negotiate higher payouts, and risk disrupting the ecosystem by pulling audiences elsewhere. Platforms, in turn, prefer creators who blend into the background, whose content feels like part of the platform’s brand rather than a unique expression of individuality.
The Cost of Conformity
This dynamic has profound implications for creativity. When platforms reward sameness, they stifle the very thing that drives cultural progress: originality. Greatness, as Lütke suggests, requires divergence—a willingness to take risks, to defy expectations, to be misunderstood before being celebrated. But the sameness effect punishes divergence. Creators who experiment with bold, unconventional ideas often see their content buried by algorithms that prioritize “safe” bets. The pressure to conform is immense: churn out another trend-following video, or risk obscurity.
This isn’t just about aesthetics; it’s about power. Platforms undercompensate creators not because creativity lacks value, but because sameness reduces the creator’s bargaining power. A fungible creator—one whose work is indistinguishable from the next—can’t demand premium rates or threaten to leave for a competitor. The platform holds the cards, dictating terms and capturing the lion’s share of revenue. Advertisers, too, benefit from this arrangement. Predictable content means predictable audience reactions, which translates to measurable ROI. A quirky, unpredictable creator might spark a cultural moment, but they’re a gamble. Platforms and advertisers prefer the steady hum of sameness.
The Paradox of Scale
The irony is that platforms, at their peak, don’t want superstars. They want efficiency. A celebrity creator—a Beyoncé, a MrBeast—can bend the platform to their will, demanding higher revenue shares or special treatment. They become bigger than the platform itself, which threatens the business model. Instead, platforms optimize for creators who are good enough to keep audiences scrolling but not so distinctive that they disrupt the ecosystem. This is why Instagram and TikTok often feel like endless loops of the same trends, the same filters, the same sounds. It’s not a bug; it’s a feature.
This paradox reveals a deeper truth about scale. As platforms grow, their incentives shift from fostering innovation to maintaining control. Early on, platforms like YouTube or Instagram were playgrounds for experimentation, where quirky, original voices could break through. But as they matured, their algorithms and business models hardened into systems that prioritize stability over surprise. The result is a creative landscape that feels increasingly homogenous, where the path to success is paved with imitation rather than invention.
Breaking Free from the Sameness Trap
So, how do creators escape the sameness trap? Lütke’s maxim points the way: embrace difference, even when it’s risky. Greatness lies in the courage to carve your own path, to create something that can’t be easily replicated or replaced. This isn’t easy. It means defying algorithmic nudges, accepting lower engagement in the short term, and building an audience that values your unique voice over fleeting trends. It means betting on yourself, even when the platform’s incentives pull you toward conformity.
For some, this might mean moving off-platform entirely—building a newsletter, a community, or a direct relationship with fans. For others, it means using the platform strategically, subverting its rules to amplify a distinct vision. Either way, the goal is to prioritize authenticity over optimization. As Lütke suggests, fitting in guarantees mediocrity. Standing out, even if it’s uncomfortable or uncertain, is the only shot at greatness.
A Call to Creators
The sameness effect is a powerful force, but it’s not invincible. Creators have agency. They can choose to chase trends or chart new territory. They can mimic the algorithm’s preferences or redefine what’s possible. The platforms may reward conformity, but culture rewards courage. Every groundbreaking artist, every transformative entrepreneur, every visionary who changed the world did so by being different—by refusing to blend in.
As I argue in my book, the sameness effect is a symptom of systems that prioritize profit over progress. But systems can be challenged. Creators can push back by embracing their individuality, by taking risks, by building something that can’t be reduced to an algorithm’s checklist. Tobias Lütke’s maxim isn’t just a personal credo; it’s a call to action. To be great, you must be different. And to be different, you must be brave.