Free Coordinates…

For good communication…

Write differenter…

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In a new book, ex Apple ad guy Ken Segall encourages us to Think Simple. A good call, for there are virtues in cutting out complexity, such as making things easier to understand and speeding up decision taking. A timely call, too, as simplicity’s stock is rising. Across business models and brands, from cooking to cycling – simple is fashionable. But is it everything?

Under Ken Segall’s watch, Apple ran the famous Think Different campaign, which by all accounts provoked a fair few complaints about the slogan’s poor grammar. Yet by lopping off the adverbial tail of the second word, Segall & co not only made the line simpler, but also more characterful. Think Differently. Correct, yes, but less distinctive than Think Different.

So, let’s not only write clearly, let’s write differenter.

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