It’s easy to dismiss the one-word pitch as more simplistic than simple—the ultimate dumbing-down of a message. But that misunderstands both the process of formulating a one-word pitch and the galvanizing effect of its introduction. Reducing your point to that single word demands discipline and forces clarity.

As you distill your ideas, they naturally improve, because when you drop the merely good parts, the great parts can shine more brightly. To be clear, it takes skill and courage to let the details fall away. As Picasso’s bull and Burns’s documentaries illustrate,

What do you wish Strategists would do more of?

• “Find opportunities for action, and not just diagnostics.”


• “Choices. Most planning presentations open up possibilities but do not close them. They are exploratory; they analyze issues but never make choices, and for me, strategy is about choosing.”

How do you judge whether a creative brief is good or no

A prolixidade existe em diversos níveis, desde afirmativas desconexas até repetições desnecessárias, passando por verborragias que podem ser substituídas por frases mais curtas e precisas.