One Word or One Sentence

It has been said that Disneyland sells Fun, Southwest Airlines sells Freedom, and Revlon sells Hope. Boiling your product down to a single word can be immensely clarifying.

This can also apply to other endeavors, such as hiring and disciplinary matters. If one word is not sufficient, one sentence will work. Avoid rambling. Strive for the concise and force yourself to determine what matters and what doesn't. One word or one sentence.