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When you have a better mousetrap, you don’t hide the fact and you don’t need to dress it up. The very simplicity of your presentation becomes the ultimate proof of the superiority of your product and the confidence of your company. Only the best can be absolutely plain and direct.

• “1000 songs in your pocket.” – Apple
• “15 minutes will save you 15% on car insurance.” – Geico
• “People do stupid things, like paying too much for phone service.” – Vonage
• “A great shave for a few bucks a month.” – Dollar Shave Club
• “Rides in minutes.” – Lyft
• “Be more productive at work with less effort.” – Slack

Of course, your substance must be presented with style. Who doesn’t want to be an iPod silhouette, for example? Geico’s pragmatic punch line is always preceded by a jab of accessible humor. Vonage brings pure and stupid joy to saving money on broadband phone service. The message, however, remains the same.

Do you have a better mousetrap? Then fight like hell to present it simply.