View the 101

Here they are in all their unwholesome glory.

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  001

  The light bulb

  What a bright idea!

  The first person to think of this visual analogy could stake a strong claim to this. Now there’s not a retina on the planet that the light bulb isn’t burned on the back of. Let’s do everyone a favour and switch it off.

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  002

  The tape measure

  A service that's tailored to you.

  It doesn’t matter how you measure this idea, it’s both metrically and imperially clichéd.

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  003

  The crystal ball

  Because you can't see the future, we're the next best thing.

  Or some such hocus-pocus. If you’re churning out this type of work, the future looks bleak.

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  004

  The stopwatch

  When time is of the essence.

  Reached cliché status in record time.

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  005

  The baton

  Let's work together as a team.

  Yes let’s. On making our communications ideas much less obvious so people notice them. Keep the baton, pass me the sketch-pad.