Why do some communications we read hit with real impact while others don't? We are engulfed by messages everywhere we turn: thousands of companies, publications, media outlets, pundits and influencers all feel they have something worth saying, wisdom for which you should willingly trade your time. Many of them are wrong.

Let me stop right here and say that I fully understand the potential irony involved in writing a blog about too many communications that aren't worth your time. I sincerely hope this piece won't be yet another marching band in that long parade.