The majority believes that everything hard to comprehend must be very profound. This is incorrect. What is hard to understand is what is immature, unclear and often false. The highest wisdom is simple and passes through the brain directly into the heart.
– Viktor Schauberger
Humans are complicated. Truth is not complicated.
As we come to understand and communicate truth, our delivery becomes simple.
The more a brand understands its truth (purpose, path, delivery), the less complicated its message is and the greater its impact becomes.