We all know how fast the world is moving. Attention spans are short. Our mission is to get our ideas read, remembered, and retold. It doesn’t matter whether you’re crafting company strategy or writing marketing copy. When you need to inspire change, you need to make your message stick.
Which means the communicator has to do the hard work of organizing, curating, and designing the message–so the reader doesn’t have to.
In other words: less prose, more poetry.
Case in point: Last weekend I picked up the book 52 Rules of Thumb a smart, well-written book that compiles and curates some of the best business advice the author, Alan M. Webber, has collected in his career.