Speaking of bullet points

Who speaks in bullet points?

Maybe a gun. But run the other way if a brand strategist (or, you know, a digital brand strategist) presents a slide or list of possible choices for the enterprise’s tone of voice that looks like this.

  • Personal
  • Honest
  • Humble
  • Direct
  • Clinical
  • Scientific

Aside from being a throughly shortsighted shortlist, it guarantees failure.

When someone speaks in bullet points it only affects a very small area of the brain dedicated to speech. Less than 1 percent of the brain.

Bullet points don’t affect multi-sensory areas. They don’t sparkle across the brain. They don’t light up the limbic system. They don’t trigger the release of cortisol, oxytocin and dopamine. They don’t form and bind memories. They don’t elicit trust. Or empathy.

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