Coming full circle, back to Uber, you can see how sparing, simple text is used to convey an authentic message that not only poses a problem, but presents an appealing solution in less than 30 words. Stories don't have to be long to be great. And the best ones tend to make the customer their main character.
Author Andy Smith is an entrepreneur and startup advisor who built winning teams at Dolby, Intel and Polaroid, focused on how to execute a strategy that engages and monetizes customers. He is also the author of The Dragonfly Effect described by the New Yorker as the “first book to explain what happens at the intersection of social media, marketing and psychology."