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This short document discusses the challenges of communicating complex ideas concisely without words or images. It references Cicero and Demosthenes, noting that while Cicero was praised for his speaking ability, Demosthenes was able to motivate action through his speeches against Philip of Macedon. The document emphasizes the importance of compelling communication that inspires action over passive admiration.

WE’VE GOT NO
MONEY.
NO TIME.
YOU CAN’T USE
PICTURES.
YOU CAN’T USE
WORDS.

When Cicero spoke
people said “How well Cicero speaks!”

But when Demosthenes spoke they said
“Let us go against Philip!”

James Connelly provides a summary of Fetch, a mobile marketing agency launched in 2009. Fetch focuses on strategy, media, reporting and analytics services. The document then provides guidance on planning a mobile campaign, including being clear on objectives, using research to inform strategy, setting up tracking before media buys, and optimizing based on key metrics. The summary emphasizes understanding campaign goals, using research to drive the strategy, and setting up analytics solutions in advance to optimize performance.

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