Simple, But Effective

It is amazing how effective simple communications can be. I well remember a very simple communication that took place in Rochester, New York early in the spring of 1973.

Rochester had been having a long spell of gloomy, cloudy weather lasting at least 45 days. During those days, the sun had not been able to pierce the clouds for a single moment. On that memorable day, the local newspaper, the Rochester Democrat & Chronicle, placed on the right-hand editorial page a full page black and white photograph of a sunrise. The only text on the page was, “Lest We Forget”, written in huge type.

No more needed to be said. The message was clear and distinct. However, to someone who had not experienced those 45 days in question, the message was likely to be neither clear nor even meaningful.

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