My observation is that whenever one person is found adequate to the discharge of a duty… it is worse executed by two persons, and scarcely done at all if three or more are employed therein.

In no area is this so true as messaging and copywriting.

Consensus doesn’t work.

This is why large consulting firms homepages are as interesting as cardboard – but smaller ones sometimes achieve snappiness.

Nothing wrong with a team, tbt, but each unto their own task.

(This was originally published on Art of Message – subscribe here)