![](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/695bdbef-c758-4340-bb1c-0e79e4ba1125/words.jpg)
signal to noise.
Attention spans shrink as information overload grows.
Distilling complex ideas into language that will last is the new black.
We find simple and memorable ways to define our client’s strategies/plans because we know it’s valuable. We’ve built this collection over the last 23 years to describe our own. And we are adding to them all the time.
Enjoy.
A collection of thought-proving statements - mind capsules - not all are written by us, but they are a big part of our narrative.
Make them your own and share as you wish.
![original.png](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/0815066d-4598-4456-b5f0-a18965e72f08/original.png)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/40ce1ab2-2a09-46b7-9351-e426b9d5f0e7/original.jpg)
![flying blind.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/dd42ad3f-d92c-4876-8a8f-02dac6df14cc/flying+blind.jpg)
![The Words](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/7221f075-40d0-476c-a877-06263591eb70/original.png)
![original.png](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/4ccf6569-bba1-4dea-bcc5-ef9c99bb2ba1/original.png)
![original.png](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/bf4d0c8c-682a-4874-ad91-664a3df83f6c/original.png)
![original.png](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/10d5e5a6-0ffa-4e45-aa94-a1dccb01ec21/original.png)
![original.png](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/22a93a90-a335-4a48-9198-41f8a98e7823/original.png)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/effb15a2-6897-43cd-aabe-b49520ca7de6/original.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/4d05267e-27e8-47d3-8750-d8f05f8c55b6/original.jpg)
![simplicity.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/65330e0a-a54f-448c-a4ee-e6431375bad3/simplicity.jpg)
![original.png](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/917c5d69-bb01-4cc7-9206-011e7dcfb0fc/original.png)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/b1289ef4-47ff-4343-8feb-aa6f098c9221/original.jpg)
![23 YEARS.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/c4d2902a-60f1-4e88-95ab-c3de70e8ce67/23+YEARS.jpg)
![the right answers.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/d9c0619d-5c26-47a5-898b-d44d088c3d08/the+right+answers.jpg)
![every step.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/69fb8ae3-1ae6-41fc-8f7a-ff87ac001685/every+step.jpg)
![wondering why.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/b683fb45-6494-4df4-9b52-28be51d2c286/wondering+why.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/ece44c2d-3d6b-445d-9126-b87f13e34756/original.jpg)
![Mindset. The Apex Framework.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/1e3eeb31-620b-46db-b5f3-d324870eaf28/Mindset.+The+Apex+Framework.jpg)
![world changing.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/fec78592-485e-48a7-b7e4-0d70fb6d6f1b/world+changing.jpg)
![further away....jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/f97581d5-90be-4552-950d-b2d26b65ab48/further+away....jpg)
![no prisoners.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/1de02104-65e1-47bd-8bc1-705b8dbe9ef5/no+prisoners.jpg)
![answering machines.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/01dc5f51-02f4-4627-8d75-91d9f4f5f76c/answering+machines.jpg)
![expensive.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/7d27d6f1-77ed-434b-9562-02850f7cab7d/expensive.jpg)
![emotional.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/7262a7fb-0c7c-4e35-8dfc-fa01fc732226/emotional.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/2e02d2ba-39e3-437c-acec-cd60ff26e6f6/original.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/45105a39-023f-4d8b-a953-815137aa3c79/original.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/8ccae413-cce3-49b8-b5e2-15daf7905f17/original.jpg)
![draw conclusions.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/118c86a7-8ec8-4027-a5d0-a6b2dd8ff76f/draw+conclusions.jpg)
![ENGAGMENT.png](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/cabb6546-f490-41e4-9418-80c083256243/ENGAGMENT.png)
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![successful strategy.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/5d96f612-b57c-48b3-9769-8862c4a2e042/successful+strategy.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/ddc34ef5-922e-477b-bec9-4181a5a06096/original.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/e3c66bd8-da9f-42ad-8f6a-f56949fb683f/original.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/af90e9ea-3661-48cc-8ed1-d0d861424aee/original.jpg)
![depth of question.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/890abcc9-3947-4319-a56f-e482b0599edd/depth+of+question.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/4234435c-d2e0-4bce-8b33-1ec530cc45db/original.jpg)
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![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/87877c62-75b7-475d-a2a0-5857ac8e5f34/original.jpg)
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![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/7c4c26e1-a212-4491-86ee-f90d55068127/original.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/56c0ac5b-c740-4031-a479-369baa65db2c/original.jpg)
![original.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/ab8571a1-88b7-43b4-ae90-f071390c25a1/original.jpg)
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![reality.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/3f926ec6-0916-42c8-aab1-1f48647095e2/reality.jpg)
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![audience.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/ba78ea28-d21e-47d0-b76e-39cf0a772397/audience.jpg)
![big idea.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/e55f723c-4e11-4032-8e8f-e4aec080e285/big+idea.jpg)
![followership.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/a5ee53f2-5ee2-40bb-ac25-664f0ffa5be9/followership.jpg)
![irrevocable.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/9ea001e8-2ad1-42ab-91fd-329b9c5c25cf/irrevocable.jpg)
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![pathology.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/52c12234-691b-410d-963f-2a466f343078/pathology.jpg)
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![vision.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/9c9a913b-8bc8-45ee-b11c-e75b61343e52/vision.jpg)
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![clear end in mind.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/5b36bd3a-fa66-42a9-8f8b-5626379cd447/clear+end+in+mind.jpg)
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![go as far as you can see.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/1b6ef586-165c-4966-92b2-c9c5fd408cec/go+as+far+as+you+can+see.jpg)
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![creativity, the ultimate tool.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/97cd8607-885e-43a7-ad88-c77d9bd5219e/creativity%2C+the+ultimate+tool.jpg)
![the culture climate.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/138c9edc-892c-43fd-afd9-601f2076908d/the+culture+climate.jpg)
![always you change.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/33ef6f79-8543-4239-be64-eb70d255c0c0/always+you+change.jpg)
![greatness.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/d9f5b2ae-ce41-43e8-9a11-53c096bb58d7/greatness.jpg)
![amazing people.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/730adb00-f4b1-41f6-a66b-819982a79729/amazing+people.jpg)
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![empower.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/dc639084-0c7b-44d8-b74b-15fbe0ad9ecd/empower.jpg)
![our purpose.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/802aa3a0-c573-40a0-a4f0-087c6e9751e4/our+purpose.jpg)
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![market share. NO.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/fc256ae9-6e5b-4fe4-aec5-7aff13a06e67/market+share.+NO.jpg)
![dont squander.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/0293e42b-bb49-4453-86b4-dd56a66a1385/dont+squander.jpg)
![passion and career.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/ed9ebdae-dac2-480d-b3df-bd86525a391f/passion+and+career.jpg)
![Reason.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/77808b9b-db87-4ace-92e1-c54b3530312d/Reason.jpg)
![loyalty is costly.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/fe88bb2c-7611-43d5-a8b5-1c79bf0f62c4/loyalty+is+costly.jpg)
![periodic planning.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/a96abfec-6bad-4305-8de5-df2d55cb210d/periodic+planning.jpg)
![the achievement gap.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/d5d17253-5c16-4bfb-8757-b7e7eda51aa2/the+achievement+gap.jpg)
![BS-Free Zone.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/4390ca8b-1970-4ccf-95ee-c27171a4de67/BS-Free+Zone.jpg)
![career advice.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/daccc026-ac85-459e-9495-3e5601a0e818/career+advice.jpg)
![low resilience.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/454f81ca-20e9-459c-a196-682e8d41d6a3/low+resilience.jpg)
![teach failure.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/51a29e6c-b07b-4a99-aaeb-763430549aea/teach+failure.jpg)
![the wrong information.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/2498d2fa-fd95-41aa-b2b2-24049dfc5064/the+wrong+information.jpg)
![how to kill a culture.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/87e553c5-13b7-4d88-8d75-44762344a565/how+to+kill+a+culture.jpg)
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![successful leaders.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/4c5b201e-93a9-4620-b067-c92a0c423153/successful+leaders.jpg)
![The fool.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/d112e1ad-954d-4aff-875e-889cfb554d03/The+fool.jpg)
![feedback is learning.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/9ab31e1c-bd53-4caa-ab59-0a16428af476/feedback+is+learning.jpg)
![preparation for you.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/006da2c2-e423-48b7-ad18-46e18da0a3d7/preparation+for+you.jpg)
![A system - The product Of Interactions.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/2f5d10ab-9d42-4977-8304-857f1d85fe9d/A+system+-+The+product+Of+Interactions.jpg)
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![strategy is what we do.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/d257a09f-35a0-4cba-8ab1-29acab9bc7f1/strategy+is+what+we+do.jpg)
![Impartiality.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/742ab609-a1ad-42b9-9ff7-ee7e0f05446b/Impartiality.jpg)
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![learn to prioritise.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/a486228e-6e43-4d59-a22e-065d84aa71c4/learn+to+prioritise.jpg)
![falling barriers.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/ce25f4b1-a6bf-455c-9043-f4e3132a0685/falling+barriers.jpg)
![success prevention.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/2a2573de-be83-40b3-9f8f-9511c9cb6051/success+prevention.jpg)
![thank you.jpg](https://images.squarespace-cdn.com/content/v1/61c1dc80afbeb95b1a1ed774/1d05927c-d7e5-4115-8add-f7f295afd9e3/thank+you.jpg)
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