If your story is messy

… don’t add more; find its heart and show that.

Take a step back, subtract the non-essential, and amplify the essential!

When you have an awesome product, it’s tempting to decide for your customer. To just assume that if only your audience knew what you know

We would probably hate cake. As a baker, when your cake doesn’t taste great, the best thing you can do is to learn to bake

If you struggle with focusing on a core message, here’s some good news for you: Your audience will happily do the job for you. The

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