You’ve got 30 seconds.

Actually, it’s worse than that. You’ve got 2 seconds. In the email age, we’re pretty adept at filtering out stuff that interests from stuff that doesn’t. So your e-communications need to hit the mark fast. Very fast. Get through the first 2 seconds, and you’ll earn the right to 10 more. Get through 10 and then, well, then you might be getting somewhere.

CfG understands that message delivery depends on understanding context as well as content. Writing for the web is different than writing for an email or a public presentation.

Find out more about how we think in the Big Idea.