This reminds me of my favorite quote from my favorite business book, Differentiate or Die by Jack Trout, with emphasis on "Anything that others could claim just

This reminds me of my favorite quote from my favorite business book, Differentiate or Die by Jack Trout, with emphasis on "Anything that others could claim just as well as you can, eliminate.": The best way to really enter minds that hate complexity and confusion is to oversimplify your message. The lesson here is not to try to tell your entire story. Just focus on one powerful differentiating idea and drive it into the mind. That sudden hunch, that creative leap of the mind that "sees" in a flash how to solve a problem in a simple way, is something quite different from general intelligence. If there's any trick to finding that simple set of words, it's one of being ruthless about how you edit the story you want to tell. Anything that others could claim just as well as you can, eliminate. Anything that requires a complex analysis to prove, forget. Anything that doesn't fit with your customers' perceptions, avoid. http://www.amazon.com/Differentiate-Die-Survival-Killer-Competition/dp/0470223391/ref=sr_1_2?ie=UTF8&s=books&qid=1278949159&sr=8-2 http://www.amazon.com/Differentiate-Die-Survival-Killer-Comp...