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-> Passionate beats eloquent
-> Prominent beats competent
-> Relatable beats spectacular
-> Relevant beats fancy
-> Simple beats complex
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-> Wow beats aha in the short run
-> Aha beats wow in the long run

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An unfair advantage

There’s this rare breed of communicators who just seem to nail it with every single word. They speak with such a level of clarity that

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We need more structure

Maybe you do. But maybe you need something else. Like, for example, clarity. The two are not to be confused. Many websites are well structured.

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