"Clarity over clever" is the rule mediocre writers hide behind.

"Clarity over clever" is the rule mediocre writers hide behind.

Unpopular opinion: that maxim got weaponized to excuse flat, forgettable copy. Yes, confusing-clever is bad — but boring-clear loses too, because nobody shares it. The target is clever AND clear: a line so sharp it's instantly understood and impossible to forget. "Clarity over clever" lets you off the hook for never being memorable. Refuse the trade.

Fight me.