Bored before breakfast

Why Less Is More Effective Than Ever

By Stewart Ainslie

I can’t remember the last time I read a cereal box.

When I check my phone in the morning, the first thing I notice—before emails, before my DMs, before the headlines that make me contemplate hiding under the covers—is the avalanche of brand messages.

They’re in the inbox. On the lock screen. Even on the toothpaste I bought because a box told me it was “designed by dentists” and had “flavor architecture.”

Death by a thousand words.

By 07:30, I’ve already tuned them all out.

Here’s the problem: everyone is talking. Very few are saying anything.

In the old days, design was a billboard. A tagline. A logo with a little swagger. Today, it’s a thousand touchpoints, all begging for attention at once. Every brand is desperate to tell you its values, its ethics, its new collab, its AI strategy, and why it’s “more than just a snack—it’s a lifestyle.”

But here’s the thing: brevity isn’t missed opportunity. It’s a sign of confidence.

The best brands know when to stop talking. Nike doesn’t need to explain what “Just Do It” means. Apple’s product shots are often so quiet they hum. Even Duolingo, in its weird, surreal way, knows when to drop the joke and get out of the way. Though perhaps Duo could send me fewer notifications.

Great brand communication doesn’t fight for your attention. It earns it.

So here’s the question: can you say what you do in five words?

Can you explain your product without a manifesto? Can your homepage speak without yelling?

If not, go back and listen. To your customers. To your critics. To your gut.

Because if people are bored before breakfast, they won’t remember your brand by lunch.