Learn to make sacrifices

There are an infinite number of things you can say.

It’s the curse of being experienced, cost-effective, all-new, groundbreaking, fully-customizable, scalable, all-natural, and fat free.

But you can’t be all that, even if you are. It’s too much for our brains to process, takes too long to explain, and we’ve been lied to so much we wouldn’t believe it anyways.

Your brochure, your resume, your website’s sidebar, your tagline, your ad — there’s no room for anything that distracts the audience from your core idea.

This is admittedly very difficult. We’re proud of all of our accomplishments and all we have to offer. But great storytellers know how valuable attention is and how expensive wasteful content can be.


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