Skip to content

Finding the phrase

It isn’t just the idea that counts, but how you say it and how you show it.

The (metaphorical) map is not the territory, but analogy and illustration carry far more information than you could otherwise hope to convey.

Beyond substance and the architecture of the idea, polish matters. The right words will have a particular feel and an emotional weight that helps the idea to stick and spread.

You’ll know you’re close when you hear your words coming out of a colleague’s mouth.

You’ll know you’ve got it right when you hear the phrase from someone who’s never heard you say it.

Between here and there lies thought and craft, trial and error.

I'd love to hear your thoughts and recommended resources...