messaging

Compared to What?

Louis Rossetto, the founding editor of Wired magazine, famously said that “In the age of information overload, the ultimate luxury is meaning and context.” We’d take it a step farther and say that context is what creates meaning in the first place. Which is why we can’t for the life of us understand why so […]

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Simplicity Is Anything But Simple

“I didn’t have time to write a short letter, so I wrote a long one instead.” This has been attributed to everyone from Samuel Johnson to Abe Lincoln to Mark Twain. And if you’ve ever tried to write a one-page (or one-paragraph) brief on your technology, you probably understand exactly what it means. If you’ve […]

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First Things First

When you’re starting a company, one of the first things you should do is create a Website and a brochure. Right? Not exactly. While it is important to announce your existence to the world (not to mention your target market) a lot of new companies make strategic errors when doing so. They’ve earmarked all kinds […]

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