One Zettel, One Objective

My rule of thumb is one ad, one objective. If something in the ad isn’t helping you achieve that objective, then it’s detracting from it, and you should get rid of it. That includes sacred cows like your company name and company logo. (Location 648)

This is like a Zettel! A singular purpose, a niche deeply served (202301071311), a parcel of locked knowledge, where the boundaries are clear.