An Unconventional Billboard
I remember once many years ago I was driving somewhere with my family. I started reading billboards off the side of the road. One billboard in particular caught my eye: It was white text on a red background, with no pictures, and the text was an entire paragraph. The text said:
We do things differently than most companies. Take this billboard for instance. Most experts would recommend no more than 8 words on a-
ZOOM! At that very moment, we passed the billboard, and I couldn’t read the rest of the paragraph. I never learned the name of the company or the products that they sold. And I thought to myself: “Most experts would be right!”
There are times, of course, when the experts are all wrong. But remember that at least sometimes, the experts are right.