A phrase that’s been showing up recently is, “no pressure.” It usually comes in a pitch letter of some sort, written by someone who isn’t in a position to exert any pressure.

So why say it?

It’s a bit like, “while supplies last.” And “to be honest…” which is perhaps the most self-negating of the three.

It’s throat-clearing, a word salad designed to... See more

Across all creative fields, what isn’t there is just as important as what is there. In fashion, Coco Chanel advised, “Before you leave the house, look in the mirror and take one thing off.” In music, Miles Davis famously quipped, “It’s not the notes you play, it’s the notes you don’t play.” In design, Jan Tschichold noted that “white space is to be

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Absent the proper language to share our deep emotions, our purpose, cause or belief, we tell stories. We use symbols. We create tangible things for those who believe what we believe to point to and say, “That’s why I’m inspired.” If done properly, that’s what marketing, branding and products and services become; a way for organizations to

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