I was asked by a young professional to expand on my recent Mark Twain post: advisers often try to demonstrate their deep knowledge in print, and at length. Decision makers rarely value that. They want clear & expert advice: succinctly given. In the age of the iPhone, our opportunity to make an impression may be limited to a single screen on a phone. We (as writers) might need to spend 8x as much time as the recipient spends reading and considering our message. That is a good investment of the smart communicator’s time – see my attempt below!