It's easy to fall into the “cover all your bases” trap—adding every point that might help. But more isn’t better if some of those points are weak. Without realizing it, you lower the overall strength of the message. That’s the dilution effect. In today’s edition: a simple test to help your strongest ideas stand out. When we hear a list of points in a presentation, we don’t judge each one on its own. We form a quick, overall impression—almost like averaging them. So if you lead with a strong...
2 months ago • 3 min read
Aspirational imagery shows people a version of themselves they already imagine—or hope—they could be. In this edition, we’re looking at how this principle works in branding, and how the same approach can strengthen your presentations by helping your audience see themselves in the future you're proposing. Aspirational imagery is a picture—literal or symbolic—that represents a future someone wants to experience. It evokes a feeling of: “I want that life,” “I want to feel like that,” or “That...
3 months ago • 3 min read
David Ogilvy’s legendary Rolls-Royce ad worked because it anchored luxury in a single, unexpected proof point: silence. Today, we’re breaking down how to find that kind of standout proof for your pitch or sales deck—something so strong it reshapes how people see your idea. David Ogilvy, one of the greatest minds in advertising, understood something fundamental about communication: clarity and precision drive impact. His 1958 Rolls-Royce ad headline is a masterclass in clear, compelling copy:...
4 months ago • 3 min read