Illegibility vs. Hyper-legibility
Soda bottle and startups need to be hyper legible, but humans are inherently illegible: multi-faceted, contradictory, complex. In a lot of ways, the medium of the Internet requires you to be hyper legible. But I think there’s an interesting paradox where you can be both. You can simultaneously pass the 10-second test before someone subscribes, but then you can offer a cavern of complexity that some choose to wander through. If you’re over-optimized for marketing, you risk becoming over-optimized, perpetually delivering on an old, stale promise. Instead, you can set the expectation to break expectations.