Get to the point

Create a recognisable shape for your business and stay true to it. Beware of saying, supporting and doing things that give people reason to question your motives. These days, people can sniff a fake from a mile off.

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The two key ideas to remember from this book are the need for consistency and congruence. This applies to the way you create content and the way you run your business in general. You probably already have a good idea what consistency means. We’ll get to that a bit later. But what about congruence?

You might have a vague recollection of your maths teacher talking about “congruent triangles”. That’s when two triangles have the same size, shape and internal angles. If they were made of paper or card, you could stack them perfectly with no sticky-out bits. It’s as though they were all drawn from the same stencil or made from the same mould.