Challenge yourself (and your team) with a question that begins in the following way: what is the minimum amount …?
What is the minimum amount of information we need from a customer before we let them download the whitepaper?
What is the minimum amount of words we have to force our customers to listen to before connecting them to a human being?
What is the minimum amount of steps a visitor to our website has to take before finding what they came for?
What is the minimum amount of words we can use to describe our product?
What is the mimimum amount of people we need to tackle this problem?
Subtracting is often the best approach.
