Great brands are actually an art and a science of what to leave out. What not to say. What not to show. The last thing you want to be when you’re a brand is to be like a hormonally imbalanced teenager who’s out on the first date. They don’t know what to say so they start saying everything sort of frantically! Exercise the art of knowing when to Stop talking. Stop writing. Stop drawing. Stop filming. Stop playing. And it’s the same with any art form whether as a chef or a writer or a film editor. As a brand, know what to leave in. Know what to leave out. And some questions you can ask yourself is: Does this contribute to the story? Does this contribute to the aspiration? Knowing WHEN TO STOP is as important as knowing WHEN TO START. It’s as much as: The silence between the notes is as important as the notes themselves.