As humans, were inclined to like adventure stories.
We always have. Since the first stories. Like Gilgamesh.
We like reading about heroes vanquishing foes, overcoming obstacles and scaling precipitous peaks as they fight their way to their one true love or to complete some monumental quest.
The Twelve Labors of Heracles were not a fill-in-the-blank quiz. And Odysseus had to fight his way past Scylla and Charybdis, not just reset his GPS and find a route around them.
James Thurber once wrote that "The majority of
males put themselves to by striking out the batting order of the New York
They make great deck.
But, if you believe as I do in a bit of Jeremy Betham, you might take a different tack. If you want to do the greatest good for the greatest number, sometimes--most times--the obvious pays.
A clarifying line that people remember.
TV commercials that people talk about.
In-store signage that enhances the message.
Staff briefed on the idea.
In baseball parlance, it's putting wood on the ball. It's fundamentals. It's the solidity of the ten commandments not the vapor of an award-seeking stunt.
As above, we'd all like to be too-clever by half.
We'd all like the strike out the Yankees or rob a trillion dollars like Rififi, or Alain Delon in "Le Cercle Rouge." We'd all like to swagger like heroes, subdue the bad guys and carry the day.
Sometimes the best way to do that is to do the basics.