I have a young team.

My job is to coach them.

I want to build the Hiut brand, so its influence is far greater than its size.

And I spent the marketing budget on a good coffee machine.

That’s just how it is.

I don’t view it as a constraint.

But there’s work to be done.

If we want to stand out in a busy world.

So, each morning we have clarity sessions.

Just 15 minutes.

We write bullet-point answers to the question of the day.

On Post-it Notes.

For this session, I asked them what made us unique.

I wanted them to understand the distinction between what is important to us and what is unique to us.

Mostly, when brands come to tell their story, they think they have to say everything.

But great communication is about saying less.

Just the stuff that matters.

Because people is busy.

They are not your editor.

That’s your job.

Note: I got this from a real practical book called ‘The 3-Minute Rule by Brant Pinvidic.