"Eat food. Not too much. Mostly plants."
Brilliant stuff. Why? Because, even though the article went on for twelve (twelve!) pages, it summarizes what the author is trying to state about what people should eat for maximum health. If you don't get it from that line, the author explains everything you need to know in the first paragraph:
- Eat food. Real food, whole food. Not prepared foods. Not processed foods. Not fortified foods.
- Not too much. Pretty self-explanatory.
- Mostly plants. Meat should be approached more as a side dish than a centerpiece.
Why is this line so important to me? Because, as a marketer, it is the holy grail of messaging, the simple, instantly memorable phrase that says everything that's important, and nothing else. It is a remarkably difficult thing to achieve.
It is now inserted into my personal lexicon of aphorisms, right next to "Bears get rich. Bulls get rich. Pigs go broke."