➊ Your messages, memos or email:

Authority: You are a trustworthy source of information, and only an expert can understand an issue, evaluate what’s new or important and distill it in an accurate, interesting way. Be the expert, or find one. Brevity: You stand out for being respectful of busy readers’ time, giving them exactly what they need to stay productive, without leaving the

it matters” and give them the power to “Go deeper.” But if they didn’t and read only 200 words, we made them the most powerful and useful 200 words they ever read.