There is only one most important thing in every project, goal, and company. If you have two or more most important things, you’re not thinking clearly. This is an important aspect of leadership and problem-solving in general: you have to pick one criterion above all the others and communicate it in a way that your people can understand so they can

The collection of good ideas is diluted to insignificance by all the other notes, which are only relevant for a specific project or actually not that good on second sight.

If there is one thing you take away from this book, it is this: Learn to identify and trumpet ONE thing you want people to know.