Writing copy for your product's website can be hard and laborious - no matter how well you understand its benefits and properties. In fact, it's easy to argue that someone that is so close to the product shouldn't write it because the intimacy actually proves to be a distraction.
Then you read something like Kindle's mission statement...Every book ever printed, in any language, all available in less than 60 seconds.My first reaction is to dream that I had chosen to build a product that was simple with a singular purpose. But my second reaction was to recognize the simple qualities of the message - it's quantitative. Every message can deliver that regardless of their complexity. Thanks to Nancy Lublin at Fast Company for pointing this simple aspect out. Back to the drawing board, er, text editor...
