Saving the Best

We all have that story - that gem of an anecdote - we're saving for just the right moment... just the right opportunity - ready to share it and change the world (or at least someone's mind).

Saving the best (at least what we think is the best) puts even more pressure on what we're saving for that one, optimal moment.

But 'the best' doesn't work that way.

We don't get to say what's 'the best' - someone else does.

If it's really 'the best' we should use it often - all the time, in multiple channels. People should say to themselves, 'Oh, I've heard about this before'.

Holding back 'the best' just hides what we want to say behind the insecurity of persuasive communications.

(And there's a lot of insecurity in communications already - we don't need to add to it.)

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