#53: Compete with the superior story
Conventional wisdom gets repeated endlessly without your further ministrations.
In every great software product is a great story. (Mediocre products have mediocre stories.) Messages have an architecture every bit as complex as the software itself. Messages must transmit on multiple levels. They must resonate emotionally and cognitively with their recipients. They must evolve and build over time. They must be simple enough to have high communications value yet complex enough to retain interest and provide challenging overtones and undertones. Obviously, the quality of your message architecture will have a great deal to do with the success of your product. Be sure you have invested as appropriately in your ...
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