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Not every dish needs more salt.

There's a chef in Copenhagen who uses 23 different types of salt across 11 different dishes on the menu.

This may sound or feel pretentious, but that's not why he uses this many salts in his cooking. It's because each salt does something different. Hawaiian black salt adds minerality. Himalayan pink brings subtle sweetness. Fleur de sel provides a delicate crunch. His signature dish alone uses seven different salts. Same basic ingredient, completely different results.

Most people think salt is salt. The world's great chefs know better.

You can experience something similar when you’re being pitched. Same brief, same budget, same timeline. It starts to feel like all touchpoints are like one type of salt being used for different dishes. A billboard is a billboard. A social post is a social post. An email is an email.

The chef knows that timing and context matter. The person experiencing your brand at a bus stop is different from the person scrolling Instagram at 11 PM.

Monday morning (panic about the week ahead): needs Hawaiian black salt—something grounding. Wednesday blahs—your audience is barely present: maybe some smoked sea salt to catch their attention. Thursday afternoon (drowning in pre-weekend tasks): needs Himalayan pink—something gentle and encouraging. Sunday night (dreading tomorrow): needs fleur de sel—something that makes the ordinary feel special.

Same brand. Same audience. A variety of emotional states requiring wildly different approaches. If you’ve been cooking with table salt and wondering why everything tastes the same, it might be time to hire a chef.

The magic isn't always in having more ingredients. It's in knowing which one to use and when. That's why we’re here. Give us a call.