Less important points don’t add to the communication. They detract from the most important point. That’s what the single-minded proposition is all ab… - Dave Trott

No wonder men had more power. They had more power because they didn’t ask anyone else’s permission. They just went ahead and did what they wanted. And they weren’t as scared of being wrong as the women were. For them, getting the result was more important than being right.

What gets action is what gets attention. What gets attention is what gets seen. So being visible, being impactful, is the most important part of any communication designed to change behaviour.

I also like what Voltaire said about the English. ‘The English are like their own beer: the dregs are at the bottom, the top is nothing but froth, but the middle is quite excellent.