Once we know something, it becomes hard to imagine what it feels like not to know it.
More quotesA JCB welded to a Ferrari gives you a traffic jam with leather seats. The average stakeholder-approved advert performs the same miracle.
Lower cost. Stronger security. Faster growth. Happier employees. All true, possibly. All piled together because choosing would disappoint somebody who owns a slide. The audience inherits the ranking job.
What gets called customer-centricity is often an internal peace treaty bought with external confusion, and no customer volunteered to chair the talks. The compromise feels generous inside because every voice appears. Outside, it feels like twelve people shouting through one letterbox.
A product may do twenty valuable things. An advert has one immediate job: earn the next inch of attention. Pick the proposition most likely to do that and make proof, design and example support it. Secondary benefits can appear when a secondary question arrives. People are allowed to learn things in sequence.
A film trailer selects. A pub sign leaves most of the cellar indoors. A joke omits the explanatory diagram. Each trusts that interest can lead somewhere. The main proposition can change later: awareness may need the problem, comparison may need proof, purchase may need reassurance. Single-minded means one useful thought now, not one thought repeated until retirement. Communication gets stronger when it stops behaving like the final ferry off a burning island.
Writing the line is easy compared with refusing seventeen perfectly good additions. Somebody has to leave the digger in the car park because this trip needs speed. Otherwise the message leaves carrying every passenger and reaches nobody.