The 20% Reduction Challenge

Here's a pattern we see constantly: Marketing teams over-explain. Buyers under-read.

The solution isn't more content. It's tighter content.

Challenge yourself to reduce:

• Website copy by 20%

• Slide decks by 20%

• Capability statements by 20%

Keep:

• Mandate/strategic goal alignment

• Proof points (metrics, outcomes)

• Clear differentiation
  

Cut:

• Generic descriptors ("innovative," "cutting-edge," "world-class")

• Industry buzzwords that don't add meaning

• Anything that could describe your competitor
  

You'll be shocked how much stronger your positioning becomes when you force yourself to be concise.

Example Reduction:

Before (92 words): "Our company is a leading provider of innovative data analytics and artificial intelligence solutions designed to help government agencies modernize their operations and improve mission outcomes. We leverage state-of-the-art machine learning algorithms and advanced analytics capabilities to deliver comprehensive insights that enable our federal clients to make better decisions, streamline processes, enhance citizen services, and achieve operational excellence. Our team of experienced data scientists and engineers brings deep technical expertise and a commitment to delivering transformational results that drive meaningful impact across the federal landscape."

After (34 words, 63% reduction): "We reduce veteran benefits processing time by 40%—from 90 days to 54 days. Our case management platform has processed 2.3M claims across VA, SSA, and DOL. Cloud-native, Section 508 compliant."

The second version is a third of the length and twice as persuasive. That's the power of reduction.

🎯 Scrappy Move:

Open your latest capabilities deck. Delete every sentence that doesn't reference a mission, a mandate/administration aligned goal, or a measurable result. Be ruthless. You're not removing value, you're revealing it.