Rebecca had sent a hundred and forty cold emails that quarter. Each one was personalized the way everyone's cold emails are personalized now — name, company, a line about their recent growth or latest announcement. She heard back from fewer than five prospects.

Before sending the next email, Rebecca decided to look beyond the prospect's LinkedIn profile.

In a conference recap on the prospect's company blog, she found a passing reference to a vendor contract coming up for renewal in March 2027.

Rebecca wrote: "Saw your March 2027 renewal mentioned in the Denver conference recap — figured that's when this conversation starts being useful to you."

This one got a reply, even if it wasn’t very enthusiastic: "Yes, that's roughly right. Feel free to circle back later this year."

A Detail Says More

Anton Chekhov wrote that instead of describing a moonlit night directly, you could describe the light on a piece of broken glass or the shadow of a passing dog. One detail is enough—the reader fills in the rest.

In the same way, Rebecca’s focus on the detail, “March 2027 renewal” gets her point across much better than writing "I've been following your company closely" could have. 

Yet in business communication, we often do the opposite.

Frustrated. Delayed. Growing fast. Difficult. Successful.

These words tell people what conclusion to reach. A well-chosen detail gives them something from which to reach it themselves. 

So rather than write, “Our customers are frustrated with the process,” give us the detail: “Three customers emailed screenshots last month because they couldn't find the Cancel button.”

Or instead of "The project is badly delayed": "The launch date has moved for the third time since April."

Take something you're writing this week — an email, a presentation, a proposal. Find one adjective or conclusion you're asking your audience to accept.

Then ask: What did I see, hear or learn that made me say this?

Use that detail instead.

In this tribute to Denzel Washington, Issa Rae recalls watching Devil in a Blue Dress with her mother and aunt. Notice how she uses a few specific details rather than telling us what to think about Denzel. The details do the work.

In Indonesia, gotong royong describes a spirit of mutual obligation — neighbors who show up to rebuild a roof or raise a wedding tent without being asked twice, trusting that the debt evens out over time rather than being tracked. It's less a favor economy than a quiet agreement that everyone's wellbeing is bound together. More on gotong royong here »