Here’s another polarizing example from the past week. Des Traynor, founder of Intercom, shared their new billboard ad. Some people loved it. Many did not. From Des’s perspective: “just say the thing you want to say, and don’t dilute it or confuse it with ‘copy’ to try to make it catchy”. I agree with that statement and appreciate the approach, but this ad still feels unclear. What I think would improve it: 1. Be clearer about WHO intercom is for. 2. Be clearer about what a “complete” CS platform is and why someone should care. 3. Instead of being the leader in AI, tell me why you’re better. 4. Make it more about the customer. In contrast, I actually think the H2 on their website is much clearer: “The only solution that combines an AI chatbot, help desk, and proactive support — so you can keep costs low, support teams happy, and customers satisfied.” Takeaway: Clear beats clever. But clarity is harder than many people think. Check out Des Traynor’s post
