Less but Better


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Today is the shortest day of the year, so let’s take a quick look at brevity.

German designer Dieter Rams, who inspired Apple designer Jonathan Ive, believed in the idea of less but better. What works in the design of products can also apply to communication.

In today’s era of gnat-length attention spans, brevity is even more important than ever, but simply shortening your message without improving it will fail. (Sometimes less is less.) In telling stories, one vivid detail trumps a lot of boring detail. In selling, one unique differentiator that the customer values will trump a long list of features. One well-designed chart can replace several minutes of explanation.

Just a few words can pack a tremendous punch. Supposedly, Hemingway was at lunch with several writers and claimed he could write a short story in just six words. Bets were made, and Hemingway scrawled on a napkin:

“For sale, baby shoes, never worn.”

Republished with author's permission from original post.

Jack Malcolm
Jack founded Falcon Performance Group in 1996 specifically to combine his complex-sale expertise and his extensive financial background to design and implement complete sales process improvement initiatives at top national and international corporations.


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