None of us has time. Maximum information, minimum words. Elevator speech? Too long. You want content? Email me.
Reading on? OK, every piece of communication these days is a competitive pitch to somebody who's already too busy dealing with a bombardment.
Our heroes deliver maximum useful information in the fewest possible words. Tell us the basics, and if it grabs and we want to know more, we'll go looking for it.
We don't want our time invaded uninvited, or our focus or flow broken, but we do want information we genuinely need.
Thoughtlessly-generated content can be like somebody believing they know what we like and slapping a great big plate of it in front of us, when, in reality, they don't actually know our tastes or the state of our appetite.
We choose what we want to eat, drink, watch, listen to or read more often based on a label, a title or a summary. We nibble on something new, take a little listen, view the clip, decide if we want more.
Your audience's bloggers, influencers, journalists and advisers do the same.
You want content? You want me.