This is the post where I flip through the current book I am reading (sporadically, for the second time) and write a quick note on a point the author made.
It is hard work to distill ideas down to their essence.
Cut through clutter.
If we had more time, we’d write shorter emails, releases, and letters. (borrowed)
Here is what was on the Post-it note on page 151:
“PetSmart – the only thing dogs and cats agree on.”
Discuss…. the ads write themselves.
Source: Hey, Whipple, Squeeze This – Sullivan and Boches
Define the Problem 