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Clear over clever
Luke Sullivan said "Say it straight, then say it great."
Why waste time say lot word when few word do trick?
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?
If any word isn’t paying it’s rent, evict it
KISS? (Keep it simple stupid)
The truth well told from McCann. Still love that.
Get
To
By
How could you say this so that your audience remembers it?
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.
Brief and Brilliant
Say it straight then say it great.