Currently featured in the iOS App Store is a Get Stuff Done (Productivity) category. I found it interesting that the first seven Apps all use a check mark prominently in their icon. While I appreciate that a check mark is an easily recognized graphic for a to-do list, I feel that there is a massive branding opportunity being missed here. It’s just one example of how designers (myself included) and clients can get stuck in the safety of what’s comfortable and expected, and how doing so makes it impossible to stand out.