The House Rules

Introduction

Two

Paragraphs

 

Examples

NASA “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 Success

1. Thing 1 — It should be about this long

2. Something else — Could also be this long, too

3. Third thing — You’ll have to feel it out as you go