Messaging Is Important: Undersell & Overdeliver

Here’s hoping these shots acts as much like traditional vaccines as possible — What is does is more important than what we call it

Messaging is important if you want people to take a specific action. And the accuracy of the message is crucial if you want to inspire confident action. This should be obvious to anyone. A clear message is unambiguous in declaring the action desired. It should also create accurate expectations.

In general, because messaging is so important, it is advisable to choose words…