The other day, a client who I do occasional work with called me. His concern was that the messaging on his website was not clear to visitors, even though he thought it was very clear. He wanted a fresh perspective on what the site was communicating, because he felt he was too close to the messaging. This was definitely a smart move. Getting too close to our businesses can happen to any of us. When we are too close to something, we lose perspective on it. And that can lead to