Sugerencia de Seth Godin: quememos a los pesaos en una hoguera, junto con sus documentos

But you're not saying anything

Forests-at-risk09 And this is the problem with just about every lame speech, every overlooked memo, every worthless bit of boilerplate foisted on the world: you write and write and talk and talk and bullet and bullet but no, you're not really saying anything.

It took me two minutes to find a million examples. Here's one, "The firm will remain competitive in the constantly changing market for defense legal services by creating and implementing innovative and effective methods of providing cost-effective, quality representation and services for our clients."

Write nothing instead. It's shorter.

Most people work hard to find artful ways to say very little. Instead of polishing that turd, why not work harder to think of something remarkable or important to say in the first place

via sethgodin.typepad.com

Ultimamente he tenido que lidiar con algún briefing insustancial para campañas de la Administración Pública. Entenderlos y encontrarles algún sentido es el primer reto para cualquier agencia que quiera trincar el negocio. ¿Por qué nos parece inadecuado decir las cosas de forma sencilla y directa? ¿Qué pasa si mi visión corporativa sólo tiene 4 palabras? Es mucho mejor! Si no serías capaz de explicarle en un ascensor a un inversor a qué se dedica tu empresa, es que no sabes a qué te dedicas ni tú mismo.