 Hi, I'm Geoff Watts and welcome to another lightbulb talk. This one is on the subject of brevity, so I'm going to keep it short. Have you got an important message that you need to get across? Or do you need to get someone's attention? People's attention spans are getting shorter and shorter, and the amount of time we've got available is getting less and less. Equally, the amount of information we're getting bombarded with is getting more and more. So our messages have to stand out to have an impact. I've got one piece of advice for you. Keep it simple. People often think that more is better, so they'll over-complicate their message, or they'll make lots and lots of arguments to try and back up their point. But actually, the opposite's true. With a long list of arguments, people just focus on the weakest one. Or in a multi-part request, they'll just fulfil the easiest part. So just make one request. Or make one point. That's it. So I've got one request for you. Just like this video. That's it. Bye.