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The fact is, the more we say, the less our audience will hear. Every time we feel like we should add another offer, another product, another message, or another focus to our marketing, we should try to pause.

On July 20, 1969, Neil Armstrong had a decision to make. The Lunar Module’s onboard computer was guiding the craft toward a crater’s edge, and a field of boulders “the size of Volkswagens,” according to biographer James R. Hansen.

Abraham Lincoln told the story of an “automaton chess player,” a complex machine that, all the way back in the early 1800s, could beat human players at the game.

Seneca once wrote, in On the Shortness of Life, “certain tasks are not so much great as prolific in producing many other tasks.” The essay’s general point is that we have plenty of time in our days—in our lives—but we spend too much of it doing things that simply don’t need to be done.

An old friend of John D. Rockefeller once recalled that—despite being one of the wealthiest people to ever live—Rockefeller would insist that they switch to old golf balls when playing around water hazards.

Knowing what to say in our marketing is one of the most frustrating challenges business owners and marketers like you and I face every day.

Entrepreneurs are full of ideas. It’s what inspired us to start our business, create our products or services, and sell them to the world in the first place. But, over time, we can start to think that the valuable part is the idea, and not the action that follows.