Brutal Simplicity of Thought

Confusion is expensive.

George Lois built careers (and headlines) on brutal simplicity: one idea, no clutter.

In B2B, the same is true. Most websites and decks try to say 15 things. The result? Nobody remembers any of them.

✱ Cut 70% of your copy.

✱ Keep the sharpest promise.

✱ Make the action obvious.

In British Columbia, I recently saw a consultancy site rebuilt around one hero line and one button. Engagement went up. Sales calls followed.

Simplicity isn’t about dumbing down. It’s about clarity. It’s the confidence to say less, so what you keep lands harder.

⇨ What can you delete today that would make the rest sharper?