Dropped Balls

Something Kevin Lynch of Zig once told me:

"If I throw 5 balls at you at the same time, you probably miss all of them. But when I throw only one ball at you, you catch it."

Sometimes the balls are headline, body copy, tag line, visual, logo. Sometimes they're all the product features your client wants you to mention. And sometimes they're all the things you want to say in a meeting to get your point across.

The sooner you can figure out which ball you need to throw, the better communicator you're going to be.