Francesco

You can’t found a new faith system with the words “I am publishing a very good vegetarian cookbook”. For this, you need something stronger. You need the assurance of make-believe, whispered sweetly. Grind this cauliflower into tiny pieces and you can make a special kind of no-carb rice! Avoid all sugar and your skin will shimmer! Among other things... See more

This is choice paralysis. Previous generations didn’t have many options so they stuck together through hard times and made it work. Now, abundance (or its illusion) has led people to feel less satisfied. People are now more anxious about making a choice and less certain that the one they made was correct.

Design makes you look good.

But copy makes people trust you, believe you, and buy from you.

That’s why great brands invest in words before visuals.

Because if the message isn’t right, nothing else matters.