Anyone have a go-to phrase or mental model for the idea of: ‘Start with the truth, say it plainly, then make it sound good.’ I keep seeing junior decks get lost in flowery language before the thinking is clear.

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Clear over clever

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Luke Sullivan said "Say it straight, then say it great."

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Why waste time say lot word when few word do trick?

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Most strategy briefs and decks would be better if they could answer these things as clearly and simply as possible.

- What are we trying to accomplish?
- What is standing in our way?
- What do we need to say or do to overcome it?
- What’s our immediate next step?

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If any word isn’t paying it’s rent, evict it

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KISS? (Keep it simple stupid)

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The truth well told from McCann. Still love that.

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Get
To
By

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How could you say this so that your audience remembers it?

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Their style of writing has been formed since they were children. I call it "Statement Writing." It will be hard to get them away from this. If you provide a structured process for them to follow it should help. The previous feedback is all on point.

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Brief and Brilliant

Say it straight then say it great.

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