Lose the Try

  • Don’t overthink it.
  • Be direct.
  • Conform.
  • Ride the expectation.
  • Represent the normal.
  • Win with banality.
  • Under-do, over-deliver.
  • Be predictable.
  • Spell it out.

The obvious engages and sells if that’s the apparent desire. So why deviate? Show us what you have already.

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