" this message is that skin damage is cumulative and irreversible. So we’ve rewritten the message to stress that point and eliminate nonessential information. We’ve done this to illustrate the process of forced prioritization; we’ve had to eliminate some interesting stuff (such as the references to melanin) in order to let the core shine through. We’ve tried to emphasize the core in a couple of ways. First, we’ve unburied the lead—putting "

― Chip Heath , Made to Stick: Why Some Ideas Survive and Others Die