Steve Jobs had a knack for slicing through the clutter:

“We need to be crystal clear about what we want people to understand about us.”

Nail your core value in a single, punchy sentence.

Then hammer it home – over and over – until it feels like overkill. That’s when it finally sticks with others.

For example, if you’re a business pushing sustainable products, your line might be: “We make eco-friendly gear that lasts.”

Say it in your ads, your emails, your coffee shop chats. Consistency breeds recognition.

Early in my career a mentor told me, “If you are sick of hearing yourself say the sane thing over and over, you are 10% done.”