The Importance of Irrelevance

In many of the daily distributions we send to the media, included is an item at the bottom called Coffee Beans. Why do we include this? Because let’s face it, even those who “love” their job tire from an unending barrage of technical, often poorly presented information.  

Levity is an important tool for breaking this spell. Over the years, journalists have told me they look for our communications just so they can read Coffee Beans. And when we look at click-throughs on our communications, Coffee Beans invariably lands on top. Here are some of our “Top 10” Coffee Beans.

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