The above scene from The Muppets Take Manhattan is one that Dean and I both hold near and dear for obvious reasons. But there is a very simple truth exposed by Kermit as he helps an all-frog ad agency struggle with the perfect campaign slogan for a soap. “Ocean Breeze Soap Will Get You Clean,” he offers. “Why not just say what the product does?!” the agency frogs marvel. What’s really funny is how often this happens — especially in writing copy or describing your business.  Just say what it does. Tom Peters once said if you can’t say what you do in 10 seconds or less you shouldn’t be in business. And most of all, remember to keep it simple like Kermit.