The Strategy Archive

Three is the most defensible number in high-stakes B2B communication because of converging evidence from cognitive science, persuasion research, and decades of elite practitioner validation.  The human brain's working memory holds roughly 3–4 complex chunks  at once (Cowan, 2001; 2010), and persuasion research demonstrates that a fourth claim actively triggers skepticism rather than adding value (Shu & Carlson, 2014). This creates a powerful strategic implication: presenting