Words. They can communicate and clarify, or obfuscate and confuse. They can shine a harsh light of truth on bullshit. Or modify, mitigate and smooth over the unpleasant facts.
Our modern, online world is complex. There's so much we need to know. Or think we do. You need to get our attention and satisfy our needs and desires. Or at least make us feel you have. Then let us on to the next thing in our busy lives.
Good communication hasn't changed. It goes like this: Why do I care? What's the big picture? What do I need to know? Great communication makes us care, makes us feel connected to other people, speaks to our primal needs and drives.
The job of words - and pictures - is to connect ... on both the intellectual and emotional levels.
Is that what your project needs? Get in touch.