Fluff Leads to Failure

Cut the fluff to give yourself, and the people around you, the very best chance of achieving success.

“People are working harder than ever, but because they lack clarity and vision, they aren’t getting very far. They, in essence, are pushing a rope…with all of their might.”

Stephen R. Covey

A brand that tries to stand for everything invariably ends up standing for nothing much at all.

A product — however brilliant — is destined for obscurity if it cannot be clearly explained to potential customers.

A message, be it vague or verbose, just becomes a mess.

One of the most common (and meandering) paths to a complete debacle is ambiguity. Put simply, fluff leads to failure.

This is true of marketing, business and everyday relationships.

The evolution of language has been an extraordinary lever for humanity. It has enabled and facilitated many of our triumphs as a species.

But, though it’s a tool provided to us all, very few people actually take the time to learn how to best use it.

When communicating, you should endeavour to make your language as refined, coherent and simple as possible.