A young brand manager faces his vice-president of marketing, ready to present the first strategic plan he has ever created. He is nervous, but also confident in the fact that he has done a thorough job. The two fat binders that sit on the veep’s desk are proof of this.
The brand manager launches into his spiel. His presentation is a dazzling, overstuffed collection of words and pictures. Charts follow graphs. Data tables precede more dense data tables. At one point, the young man sets a world record for “most words crammed into a single PowerPoint slide, ever.” Continue reading “Less Can Be More”