The commonest mistake of an amateur marketeer is to clutter the message with too much information. I have often passed a local business’ roadside sign and wondered how on earth one can be expected to read the essay without braking hard and causing a collision. Successful messaging needs to be lucid. Keep the flavour of [...]

Please, will someone seduce me into a cave and then block me in for 70 days? Then, after 15 or so days of total uncertainty, could you let me know I might not die and eventually rescue me? I have decided my life is too comfortable. Not because I don’t suffer sufficient stress. I do. [...]