When people become achievers they develop a fascination with efficiency. We all depend on achievers to get things done. Freshly minted achievers see efficiency as the solution to the world's problems. But speaking as a reformed achiever, we eventually realize that efficiency has limited benefits. Shall we say that achievement doesn't scale? Nah, we're wallowing in jargon here. 

The more things that can be done, the more important it becomes to choose the right things to do. And it's narrative and nuance that help you determine which things to do next. Where do I want this story to go next?

When communicating with your customers, you can't just make an offer. You have to help the offer make sense. 

E-Newsletter on E-Newsletters: You've Got a Friend, 2011-Jul-1, by Michael Katz

Why do we insist that our web sites contain "just the facts;" that our newsletters "get right to the point;" that our presentations, LinkedIn updates, tweets, thank you notes, emails, business cards and client chit chat be bland, whitewashed versions of what we really think and who we really are?

In other words, if what works with friends is some version of interesting, current, local and personal, why do we throw it all away in a business setting?