Everyone is tired of fluff. But how do you get rid of it for good? Last week, I was invited to speak to the students of the startup MBA program at the Technion - Israel Institute of Technology. Here’s the 3-step exercise I shared with them on cutting out fluff: 1. Start with 50 words to describe your startup. 2. Reduce it down to 10 and as you do so, identify the fluffiest statements—the ones that don't contribute value, cause confusion and where the company description still makes perfect sense without them. 3. Once you hit 10 words, reverse the process and go back up to 50, adding in more clarifying and descriptive words. To leave out the fluff, you first have to be aware of the fluff in the first place. By first reducing and then adding back in - founders have a much easier time identifying where words act more as fillers, and where they are absolutely crucial to the meaning and message. Hope this helps.
Cool exercise ! I think removing fluff is such a needle mover for strong messaging.
Like it!
Very helpful!
Head of Clinical Development at Protalix Biotherapeutics. Deep understanding in clinical development of therapeutic proteins and always searching to expand my horizons.
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