Do you know what “welcome to outside insight” means? No, me neither. I have no idea who Kaspar Kubica is, but I absolutely **love** his insightful analysis of corporate websites that are so caught up in the youthful tone of voice that they forget to tell you what they do.

His article posted on Medium – for the love of god please tell me what your company actually does – had me giggling out loud. He starts with his search for a database of media contacts, and his in-depth examination and analysis of  a handful of website that are heavy on the “team” and “values” put don’t ever get around to clearly articulating their value proposition is hysterical.

Time was, marketing experts used to say you had seven seconds to make your pitch before a potential client or customer lost interest. In the attention economy / smartphone era, this has undoubtedly decreased, and some say the human attention span is down to five seconds.

Who knows – but building and writing a website that doesn’t put your client at the heart of it and what they need to find out – a 7 word elevator pitch, a succint value proposition, real clarity of messaging – looks lovely, but doesn’t help your marketing.