The document discusses lessons that businesses can learn from political campaign communication strategies. It advocates keeping messages simple, short, and focused on personal benefits to customers. Effective strategies include using slogans or "jingles" to represent complex ideas simply, appealing to personal gratification, researching what resonates with customers, getting straight to the point, using images to enhance messages, and differentiating products by associated qualities. The key is understanding modern communication norms and audiences in order to craft concise yet compelling messages.