Say less.
If you can.
With your business ideas I mean.
Or campaign ideas relating to the communication of your business.
Say less.
Because as a general rule.
If the explanation of the what you want to do meanders.
The idea isn’t good enough.
Steven Spielberg.
Steven Spielberg agrees with me.
When I last spoke to him over coffee in Costa he did, anyway.
Steve was telling me.
(Over a Flat White and a Bakewell Tart).
About the 9 billion dollars his films made.
About how he’s a major influence as a storyteller on people like James Cameron.
Peter Jackson.
And Ridley Scott.
And Steve was also telling me about how he always likes an idea.
No matter how big.
To be pitchable in one.
Short.
Sentence.
Remove the Fluff.
“Lost Alien Befriends Lonely Boy to Get Home.”
I reckon the word ‘to’ is the only word of no storytelling value in that sentence.
Every other word informs something of the story.
And what a story.
Say Less.
Say less.
If you can.
With your business ideas I mean.
Or campaign ideas relating to the communication of your business.
Say less.
Because as a general rule.
If the explanation of the what you want to do meanders.
The idea isn’t good enough.
