There’s something special in the moment someone utters, “…but it works.”
The phrase typically follows after you create something unique, elegant (not obvious) and is, well, a bit different, but not so much that it goes misunderstood. It’s creative just enough for someone to make the connection themselves.
Too often we settle on extreme clarity, complete direction, and totally obvious content and products. I see marketers every day trying to tell people about the product instead of showing it to them and letting the user make the connections themselves.
There’s a certain sweet spot between lucidity and a complete erratum.
The telltale of you finding it often ends in, “…but it works.”
Stay Positive & If It Works, Why Dumb It Down Any More?
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Garth Beyer is a Certified Cicerone®, Product Marketer, owner of Garth's Brew Bar and a Madison-based freelance writer.
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