The Power of a Well-Defined Purpose

The Reality Coalition—a joint project of five prominent environmental groups—launched in December to debunk the existence of clean coal.

As far as objectives go, you can’t get much clearer. And that’s probably why the Coalition’s advertising is so good, too.

Effective communications begin by asking the simple question, “what are we really trying to do here?” 

If you can’t answer that in 12 words or less, you’re bound to fail.