If Microsoft designed the iPod.

Stick to the point in communication.

When briefing any piece of good communication, it is critical that you understand exactly what you need to say to sell your product to consumers – and then prioritize these points.  Make sure you never compromise the critical with the less important.

Apple are the masters at this as far as I am concerned.  I regularly use the following video in workshops with young marketeers when trying to demonstrate the point on the importance of simplicity, priority in messaging and NOT trying to do everything with everything.

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