Focusing hurts. It means letting go of details. Details that we care about. Details that we feel we can’t possibly leave out. Details that are crucial to the conclusion that our product is superior to other offerings.
Here’s the catch: If you feel that you can’t leave it out because it would hurt your message too much, your audience will happily do it for you. There’s no way they will recall all of the 53 details that you’d like to share with them because you can leave none of them out.
There’s no doubt that the reason you are extraordinary at what you do is because you care. You sweat the details. You connect the dots.
But when it comes to communicating your product, there’s a crucial difference as sweating the details means something completely different.
It means condensing the details into a clear and concise message that’s the perfect summary of your details. A message that represents the details but is not just an enumeration of all the facts. Ideally, it’s a message that’s distinct from any other message because it’s only these details that lead to this message.
And so, focusing empowers.