IntroductionTwoParagraphs ExamplesNASA “Foundations of Flight Operations”Saatchi & Saatchi “How to Survive as a Saatchi & Saatchi Suit”Mischief “Things We Believe to Be True”Nike “Principles” Keys to Success1. Thing 1 — It should be about this long2. Something else — Could also be this long, too3. Third thing — You’ll have to feel it out as you go