Some enthusiastic people believe that their idea has never been conceived before. That their product or service is unique in the course of human history or that what they do has never been done before.

Sadly it’s probably not.

What is unique though is the value you attach to it. Like how you describe it with engaging stories about people and places or frame it in a new imaginative way. All done more clearly and simply (than ever before) so it ‘s better understood.

Of course there’s nothing wrong with wild-eyed passion. That’s the energy you should inject into copy that sweats with enthusiasm. But it should always be balanced with pragmatism that’s on honest terms with reality.