It’s a classic advertising problem. How do you take somethi… - Dave Trott

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It’s a classic advertising problem. How do you take something very complicated and reduce it to something very simple, while still retaining the core truth?

Dave Trott

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Einstein said, ‘Not everything that counts can be counted, and not everything that can be counted counts.

Michael Caine said, ‘It’s like my old dad said, the really rich have got something going that makes them money while they’re asleep.

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 about.

It’s a classic advertising problem. How do you take something very complicated and reduce it to something very simple, while still retaining the core… - Dave Trott

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