Honest Wit

The Playbook

Communications that say the unflattering thing first and mean it. The turn arrives in the very next breath, dry, never pleased with itself. One hard number does the proving, because a number can't be argued with and an adjective can. Picture and line are the same thought, so neither works alone. Plenty of space around it. And it stops early, leaving them to finish it.

The Outcome

Ideas that admit the flaw and turn it into the reason. A position built on saying the true small thing instead of the big vague one. Work with room around it, one picture, one line, nothing shouting. A campaign that trusts people to get there themselves. Nobody feels sold to, they feel respected. It's funny, and the joke is never on the reader.