Why the Better Product Lost (A Fable)
In the Church of Dubious Miracles, a man once sold empty jars. Every Saturday he carried a wooden crate into the town square, climbed onto it, and arranged twelve jars…
Richard How Esso Made Gasoline Visible – Copy Breakdown
A giant tiger sits across the roof of a car, its paws hanging beside the windows and its striped tail curling around the bodywork. Above it, the headline gives the…
Escape Plans Are Built Backwards
The 1962 Alcatraz escape didnโt begin with digging a hole in a cell wall. It began with the destination: get off the island. That destination dictated the problems that had…
Beyond “So What?” Diagnostics
Orson Scott Card, bestselling science fiction writer, said your reader is looking for a reason to stop reading. In the world of fiction, if a manuscript is boring, the editor…
Urgency Is Weakening Your Urgency
The loudest concert I ever attended was Pigface in 91′. It was just a nonstop wall of white noise. My ears were ringing the next day and half. Loud moments…