If a document has every word written in bold, in reality nothing is in bold.

If everything is crucial and important, nothing is crucial or important.

If everything is disastrous or extraordinary, chances are that they are neither.

If all that you do is yell and scream, eventually all that we hear is unintelligible noise.

If you want to be heard.

If you want your message to be noticed.

You need some light and shade.

You need some nuance.

We need to be able to tell what to take notice of and what to ignore.

So don’t overdo the bold.

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