Einstein on the beach. Really.

Our content-making spirit

As we work on your content, we keep in mind an earlier editor of great work. By David Walker.

At Shorewalker DMS, we work in the spirit of Roger Sessions, the writer and composer who in 1950 took an idea from a smarter man, and made it into a single memorable sentence for the New York Times:

"Everything should be made as simple as possible, but not simpler."

The smarter man whose idea Sessions distilled was ... Albert Einstein. 

As simple as possible

Einstein's original idea was smart but not ear-catching. "It can scarcely be denied that the supreme goal of all theory is to make the irreducible basic elements as simple and as few as possible without having to surrender the adequate representation of a single datum of experience."

Sessions took that smart but wordy original and turned it into a memorable line: Everything should be made as simple as possible, but not simpler.

Einstein adopted it enthusiastically.

This example demonstrates that great ideas can become stronger, not weaker, when they are refined for communication.

And that is how we aim to work.

You may think that your ideas and offerings are not e=mc². But every venture has ideas and values behind it. In our experience, they're almost always worth making simpler and clearer.

Clarity did, after all, work for Einstein.