Communication is a ridiculously difficult task. Taking a thought from one person’s head and putting it into another’s, unchanged, is something so stupidly difficult to achieve that when you get even a little bit close, it seems nearly magic. At Visible Ink (vsbl.ink), that’s what we do – all the stupidly difficult work that goes into making something look like magic. We know the pain of staring at a blank page. We know the soul-crushing process of trying to remember the word you’d just forgotten. We know that simply writing down exactly what you want to say – hard as that is – is just barely the beginning. The harder part is predicting what others will take away from your words. What they’ll feel, how and when. What they’ll remember for ages and what they’ll immediately forget. It’s part art, part science, part voodoo, but when what you say and how you say it can really, really make a difference, we must and do choose our words wisely.