Some years ago I worked for a termagant of a boss (look it up) who was in the process of ordering me to do or write something.
I said to her, "What's the one most important thing you want to say?"
"They're all most important" was her response.
Yesterday I was in a meeting where it was decided we had two primary targets.
I've only been back a week but I'm looking forward to the long weekend.
Frank Lowe used to explain the supremacy of one big idea by producing a tube of tennis balls and throwing one at an audience member. They'd catch it. Then he'd throw another in quick succession. Again, they'd catch it. Then he'd throw two at once. They'd catch neither. The moral of the story is that if you give people more than one message on an ad, they'll miss them all.
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